Identifying and Meeting the Emotional Needs of Your Customers
No, we’re not getting all touchy-feely. This is about understanding what your customer needs from you. Knowing how to meet the emotional needs of your customers should be a priority. People don’t always make buying decisions in a logical way. Many times, it’s how the red sports car makes them feel, not the MPG rating. Seth Godin once said,
“Don’t find customers for your products, find products for your customers.”
Knowing your customers well is one of the most important success factors in your business. It’s the foundation for growth. Although an understanding of your customers is important in all aspects of your business, it’s particularly essential in crafting your Unique Value Proposition or Core Differentiator.
To create a winning UVP or Core Differentiator, here is what you need to know about your customers:
Who They Are
You should know as much demographic information as possible, including things like age, gender, economic status, location, etc. Also take the time to find out some of their psychographics as well. Things that tell more about their lifestyle and buying habits. A family man and a bachelor have very different needs. A bachelor living in a rural area and one in the city are also going to have different considerations and preferences.
What They Need
You have to thoroughly understand their problems, questions and concerns. These are the things that prompt people to take action. They’re the problems you’re going to offer to resolve for customers. Even though people don’t buy ‘solutions’, they will pay to have their pain eliminated. Knowing how to make the pain go away and communicating that in your marketing is more important than talking about your solution’s features. No one cares about how WordPress works. They only know it’s a way to build a hard working website in a short amount of time. Think about the results you can help them achieve, not how awesome your widget is.
What They Buy
Know your customers’ current suppliers. What companies are meeting their needs right now? I always say it’s a good idea to know what your competition is doing and not doing. Understand that this doesn’t mean you copy what they’re doing, but you get a clear picture of what’s working for them and what isn’t. See if there’s an opportunity for you to leapfrog ahead. For instance, if your competition isn’t blogging, this is a good time to reconsider starting a blog on your website.
How They Buy
Find out about your customers’ buying habits. This includes how much they buy, when they buy, how they pay, and anything else you can discover about their purchasing patterns. Are they comfortable buying your product or service online or offline? Do they need a trial or demo before they make a decision? Much of this depends on the amount of risk and investment for your product or service.
How They Feel
Finally, beyond hard data you need to understand how your customers feel about their problems and purchases. What makes them feel good or bad about the shopping experience? What do they expect from companies and products? How do they feel about the companies they currently buy from, as well as about you? This can even dive a little bit into the lifestyle and behavior of your customers and prospects. Are they type of people who hire experts in other areas of their lives? Do they care about quality more than price?
All of the above will help you create a unique value proposition that resonates with your customers and helps them understand why they should buy from you.