Lots of people go into business because they are passionate about something. They soon discover, however, that simply starting a business doesn’t guarantee people will flock to it and love it as much as they do. They then struggle with the idea that they have to ‘sell’ their goods/services. This is something they are often not comfortable about. Sound familiar?
Well, if you are one of these people who doesn’t like ‘selling’ you need to realise is that you cannot sell something to someone who doesn’t need or desire what you have to offer regardless of how fancy your marketing is. Knowing this fact helps shift your mind from the fact that you are not selling but rather providing the right solutions to right people who need your type of goods and services.
Review the following steps to find out how your business can really benefit from this different way of thinking:
Get a solution mindset
This all happens when you know and understand how your goods/services provide the right solution to your customers’ pain or gain point. Then you make it easy for people to find and use your solution to rectify this pain or gain point.
The first step is adopting a solutions mindset is moving from a “We sell x” to “We help people do Y”, for example:
|Selling mindset||Solutions mindset|
|We provide aged care services||We help people get the most
out of their twilight years
|We sell specialist gift ideas||We help people spoil other people|
|We provide accounting services||We give people back their time
and their peace of mind
|We sell clothes and accessories||We make people look and feel great|
Publicly stating your solutions mindset statement on your website and social media profiles as part of your branding is really important, as it helps to highlight your business’s point of difference. Also use this statement as a way of filtering every business decision related to your customers eg how does this help our customers solve their pain/gain point.
Determine what solutions your business offers
You can do this by really understanding why people use your product/service. Answer the question: “What job is that customer trying get done when they buy that product or hire that service?” If you’re not sure, ask your customers or potential customers.
To entice people to give you this information to you can offer them ‘freebies’ or incentive prizes. Do this by making it easy for them to give you their opinion through using an online and free survey tool like Google Forms.
Then post the link to this survey into your social media profile or you could set up a tablet at your front counter which existing customers can complete while they are onsite. Alternatively, you could add the survey link to the receipt or invoice you give your customers, and through an email campaign.
Create the right solution driven customer experience
Research shows that customers are more attracted and are much more loyal to those businesses which offer a great customer experience. A great customer experience happens when a customer’s experience with your business matches their expectations to have their pain/gain point solved.
A great customer experience occurs when your product or service is:
- Easy to learn to use,
- Efficient to use as it takes the least amount of time to accomplish the job they need to get done, and
- More satisfying to use compared to other similar products and services.
Consider how your the product or service meets this criteria. Ask existing customers whether they feel your product or service meets this criteria, and how you can improve on achieving this criteria.
More is less in solution provision
Research also shows that reducing the touch points that a customer has to do to access your goods/services to get their job done, the happier the customer is. Automating processes and services so the customer can get their job done quicker is the way to go. This also helps to reduce any chances of human error from the business perspective.
For example, consider the airline industry where you can book your flights online, print your own tickets, and do your own ‘bag drop’. This saves the customer lots of time and it also makes it more cost effective for the airline as well.
Without customers, your business won’t survive so placing customers and their needs at the centre is paramount. To ensure that you are achieving what you are setting out to do with your solutions mindset, measure what you say you are going to do against how well you are doing it.
Contact us now (email or [+61] 0400 732 270) to discuss how we can help you get the right solutions mindset so you can help your customers get their job done.