How to make your customers want what you got

Is there a product that you would gladly be a walking billboard for?  

For me, it would be Invisalign.  Earlier this year I finished my Invisalign treatment to close a space in my teeth.  I’m totally happy with the results.  Total treatment time was about a year and a half, but the time just seemed to fly by.  

I don’t think the average person would be excited about getting braces, but that doesn’t eliminate the need for them.  I for one wrestled with the idea of getting braces for a long while before I actually moved forward with them.  And when I finally made the decision to improve my smile, Invisalign was the perfect solution for me, because I would be able to do so without the whole world knowing what I was up to.  

Just in case you don’t know, Invisalign is different from traditional braces, because they are clear and removable.  Instead of metal attachments that are attached to your teeth and tightened over time, Invisalign uses clear custom fitted removable trays that are switched out at regular intervals.  Its a fabulous product. 

Being differentiated from other products makes choosing you easier

Being able to get the results I was looking for in my smile, without having to spend a year and a half being self-conscious about having metal braces in my mouth made Invisalign a no brainer.  It’s the only product of its kind out there, and its certainly the one I wanted. 

To be able to develop a product that your customers just have to have, its got to be remarkable.  It has to at a minimum meet their needs, and it has to do it in a way that is differentiated from other products that are out there. 

The beauty of being differentiated isn’t to just stand out for the sake of standing out.  Differentiation works best when the focus is on satisfying a particular unmet need that your target customers care about.  For Invisalign, their point of differentiation is around discretion while straightening teeth.  That way, when customers seek out options for how to get their need met, being the only option that gives them what they want the way they want it will make them want what you got.  

What does this have to do with your business?

Creating products that are differentiated in a way that’s relevant and meaningful to your customers isn’t an easy task.  That’s why there are so many unremarkable me-too products available.  Its much easier to create a slight variation of something that exists already, rather than a product that completely changes the game by delivering upon an unmet need.  

But by putting the work in to tune into what it is that your customer desires in a way that isn’t being done by your competitors will pay many dividends for you in the long run.  Not only will you be in a much better position to win the hearts of the customers you want, but there’s a good chance they’ll bring their friends along to get some of what you got too.

Check out chapter five of Delight Inside for more information on developing the right product to meet your customers needs.  Included in the chapter you’ll find details on:

  • New product development:  How to give your customers what they want
  • Your product is more than just a product
  • They’re going to LOVE your product - just maybe not all at once
  • Your product has a life:  Make it a good and long one
  • How many ways can you delight them?
  • Your brand:  It’s more than just a name and a logo
  • Product packaging:  Wrapping the gift up with a nice bow

About the Author

Sonia Thompson is the founder and Chief Change Agent at TRY Business. Stay in touch with Sonia on Twitter and Google+.
< Older Post Newer Post >