Getting crystal clear on who your customer is and what they are looking to achieve is the cornerstone of your entire business and execution strategy.
Your customer is how and why you’re in business. On the surface, defining your core customer seems obvious or easy to do, but it’s not enough to know who your core customer is, you need to understand your customer thoroughly. The difference between knowing and understanding your customer separates the businesses that stagnate from the ones that scale.
The Root Of Your Customer’s Needs Lies In The Job-to-be-done
Too often, customer “needs” are defined too broadly or, worse, are thought of only in relation to existing services. To re-develop your customer profile, you must stop trying to figure out what kinds of services your customers are trying to subscribe to and instead work out what job they are trying to get done. This should identify the important and unfulfilled customer problem and propose a focused solution to deliver the customer’s desired result. The value of your service isn’t the solution, it’s the outcome or results that the solution provides.
Customers buy what they need so they can get what they want.
They don’t want a solution; what they want are results.
Customers Buy Results
Customers do not buy products or services— they buy or hire them to accomplish particular tasks. People don’t go to the hardware store to buy a drill; they go there to buy a hole. The drill they purchase is the candidate they hire to get that job done.
Identify The Result Your Customer Wants By Revisiting Their Motives
Revisiting your customer’s underlying motives will clarify how you
can tailor your value proposition, sales meetings, marketing or even
service offerings to increase the likelihood of your prospect buying
from you instead of the competition.
Why is this desired outcome so important?
- Why would achieving this objective be of value?
- Why does this disparity with your customer constitute a problem?
- Why does this disparity exist?
- Why has your customer chosen your business to potentially solve this problem?
You may find by answering the above customer motive questions will gain insight into how you can scale your business to become more customer-centric. It clarifies what internal and external operations your business is currently doing to address these unlying customer motives and, more importantly, inspire opportunities to improve such operations.
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