What promise your customers want and how it can increase your sales?
Author: Mayur Bardolia
Zig Ziglar said You can have everything in life you want if you will just help other people get what they want.
Your customers are happy to pay you when you deliver the promises they want from you. Your promise mean the solution you deliver that solves your customer’s problem.
What are the promises customers want from you?
If you deliver any or all of the promises you are going to know from this episode, your customers will keep buying from you. Let’s discuss, shall we?
What would you do when you want to find information about almost anything?
What website would you choose to search? You would undoubtedly go to Google. There is only one search engine that comes on our mind. In 1995, before google came in light, Yahoo, Lycos and Webcrawler were the first search engine sites. Then came excite, Altavista and others. Google came in 1996 with the name called BackRub. MSN search came in 1998. And google that we use was also launched in 1998.
Google was competing with other search engines such as Altavista, AskJeeves, AOL, Lycos.
Many more companies jumped in this battle of capturing the market of search engines. Almost no one survived. Many companies got bankrupted and shut down. In the end, Google survived the battle. MSN tried to rebrand as BING. Yahoo is still fighting but Google is still the clear winner when people want to search on the internet.
What makes Google so great?
Google is one of the simplest websites in the world with almost no distraction. There is nothing fancy or flashy on google. It’s giving away information for free. Millions of people are using google for free. Google makes money and it’s one of the richest companies in the world. But what is Google doing that makes it so popular. The answer is: It delivers promises. It delivers what you ask for.
In business, you have to deliver what the customer wants.
We have covered what customers want in some other podcast episodes of ‘Love Your Business’. You have to deliver the solution to the problem your customer is having. The solution means the promise that you are making to your customers that solve their problem.
In this podcast, we are going to discuss what promises your customers want.
We are going to find out 3 types of promises that your customers pay you for. If you include any of these 3 promises, your customers will buy from you.
- Energy saving
- Boosting the sense of entitlement
Let’s start with the first one, shall we?
If you visit McDonald’s Restaurant, you will almost always find customers.
No matter where you go in the world. It’s probably the most profitable restaurant chain in the world. A New McDonald’s Opens Every 14.5 Hours. It means 2 new McDonalds are opening every day. More People Eat at McDonald’s Every Day than the Entire Population of the UK. Over 60 million customers visit every single day. They bring revenue of 75.21 million per day to McDonald’s.
What does McDonald’s deliver?
Many would say it delivers quality food but if you ask any doctor or nutritionist, they would not call it quality food. They call it junk food. Some people say that it’s value for money. Well, the cost of the food is reasonably higher than the average meal price in the market. Some would say that they deliver with a smile, in a clean and pleasant environment. That’s probably right too.
But there is something that makes it unique.
It’s called ‘Fast’ delivery. They deliver food faster than any other restaurant. That’s why their food is called Fastfood. If you go to McDonald’s, your food is delivered in almost 2-5 minutes. It takes sometimes 7-10 minutes but only when it’s too busy. At other restaurants, you have to wait for at least 10-15 minutes to get your food delivered on your table and it’s painful when you are hungry. McDonald’s knows it and they don’t want you to wait for more than 2-5 minutes. It’s a rule. Ask anyone who works at it and they will tell you.
Don’t make people wait. Why?
People want their results fast. People want their solutions fast. The reason is simple. People want things NOW. People are restless in nature.
Can you deliver faster?
Find out how can you deliver the solution to the problems of your customers faster than others? People will pay higher for faster delivery. People hate problems and they want the solution faster. Promise something that brings results to your customers faster.
Quick results release the pressure.
People want to save time and want to use that time to do things they love to do. Find out how can you deliver faster results.What if you can’t deliver faster results? What other promises should you deliver? Let’s discuss in the second part, shall we?
I was too poor at drawing.
A straight line was the only thing I could draw. I was avoiding the subject of drawing in my school days. I wanted to draw good but I could never learn. My drawings were horrible. I used to laugh at my drawings and others were laughing loudly. And I lost my courage and confidence to draw.
8 months ago, I started drawing cartoons.
I wanted to learn it for the last 4-5 years but never tried. I was afraid if I could draw or not. The memory from my school days was stopping me. That sound in my head was telling me that I can never draw. But 8 months ago, I was talking to one of my clients. I found out that she draws cartoons in her free time. I showed my interest in learning it and she sent me a book.
Now, it was almost accidental talk.
The book is about how to draw cartoons even if you haven’t done it before. I picked that book and flicked through pages and I realized that I can draw. The instructions in the book were so simple that I felt like someone is holding my hand and showing me how to walk.
I started drawing with ease and comfort with the step by step instructions.
My confidence started building up. And I didn’t stop. I now can draw cartoons frequently. I have started making my own cartoon album in a diary.
One of the reasons, people avoid doing the work and pay someone to do it because it saves their energy.
People are lazy or should I say, people will do a bare minimum amount of work. I wrote the book ‘Finish With Focus’ in 2018. It was published on amazon. It’s about how can you enjoy getting things done with focus and fun without working for longer hours. It’s a good book if you want to increase your productivity with focus and fun.
Now we know that people don’t want to work harder.
What can you do that makes their life easier? How can you bring the solution or promise that solves your customers’ problems easily? Use the science, technology or any resource that makes it easy for your customers to deal with their challenges.
I learned cartooning from a book because it was easy.
We have been training and coaching for the last 10 years and we always focus on teaching people easier than everyone else. Except a few of my books, courses and workshops, we make it easy for our customers to learn the skill easier than they learned from anyone else. If our customers and students don’t learn, we take responsibility.
People will pay for things that save their energy.
Look at the new companies that emerged in the last 10-15 years. For example, Uber taxis, online food delivery services, amazon prime etc. People will avoid doing work and if you do that work, they will pay you for it.
Find out what can you deliver that people avoid doing the work or minimize the efforts.
Look at what people don’t like to do and you do it in exchange for money. Apart from delivering fast or easy or both promises, there is also another promise you can deliver. Let’s find out in the final part of this podcast episode.
If you go to the high street in London, New York, Paris or Singapore, there a lot of shops that sell highly luxurious items.
They sell things that cost 10-20X more than the similar items in the market. In the case of Apple Inc. (AAPL), consumers wait overnight for new releases of iPhones, iPads, and Mac computers. Apple products are not technologically unique or superior. In fact, Samsung makes phones with better features (compared to most models of the iPhone), and Xiaomi make phones that typically have a cheaper price point. Still, Apple experiences a high degree of brand loyalty and seems to break sales records year after year.
People spend money on expensive brands and they are called crazy but they are probably not.
Some people perceive non-luxury goods as inferior simply by them being non-luxury. They also come to the irrational conclusion that higher priced goods are of better quality. They may believe that you get what you pay for, regardless of whether the goods are actually better than their more affordable competitors. Consumers usually focus on the positive attributes of a product while ignoring its drawbacks. Non-luxury items are viewed as inferior. People easily find out the negatives of those non-luxury products over the brand-name ones.
Why do consumers choose to spend more money on luxury goods?
The third promise you can deliver to the customer is ‘Better’. And it’s because people feel they are entitled to be ‘Better’ or do ‘better’. People spend more when they feel better. They feel more superior, powerful, secure and happier when they spend more money on things they find ‘BETTER’
Do you treat yourself well when you’re in a bad emotional mood?
If so, you may be throwing money on items you can’t afford in order to boost your mood. On the opposite side, you may celebrate a big promotion, goal achievement or other life milestones by spending hundreds (or thousands) on a designer item or buying something expensive. It is believed that a more expensive product implies better quality, exclusivity, customization or some additional bonuses
In addition to your emotions, your self-esteem can also determine how likely you are to buy luxury goods.
Consumers who want to feel better about themselves might buy expensive items because they serve as status symbols. When people buy some branded clothes, cars or electronic items, they become part of a community of exceptional, interesting and passionate people. Everyone wants to be part of a special club or association. It’s our social need.
You need to deliver something that makes your customers ‘BETTER’.
It can be anything related to the betterment of your customers. Find out what can make your customers do better, feel better, perform better, look better and be better? They will give their money to you happily. Interesting, isn’t it? That takes us to the end of this podcast episode.
Let’s summarise what we have covered in this episode.
In business, you have to deliver what the customer wants. You have to deliver the solution to the problem your customer is having. The solution means the promise that you are making to your customers that solve their problem. In this podcast, we discussed what promises your customers want. We found out 3 types of promises that your customers pay you for.
We started with the promise of delivering the solution that saves their time.
People want their results fast. People want their solutions fast. The reason is simple. People want things NOW. Find out how can you deliver the solution to the problems of your customers faster than others? People will pay higher for faster delivery. People want to save time and want to use that time to do things they love to do.
In the second part, we discussed the promise you can deliver that saves their energy.
People will pay for things that save their energy. People will avoid doing work and if you do that work, they will pay you for it. Find out what can you deliver that people avoid doing the work or minimize the efforts. Look at what people don’t like to do and you do it in exchange of money.
Then in the final part, we discussed the third promise you can deliver that makes people better.
And it’s because people feel they are entitled to be ‘Better’ or do ‘better’. People spend more when they feel better. You need to deliver something that makes your customers ‘BETTER’. Find out what can make your customers do better, feel better, perform better, look better or be better? They will give their money to you happily.
And finally, if your promise is fast, easy and better, you will do wonders in the business. Exactly. Find out what promises you can deliver. It can be fast, easy or better and probably include all.
Read next: You don’t have to be extra-ordinarily talented to fulfil your ambition. You should be ambitious to level up your life and business but not at the cost of happiness.
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