Few customers

If you have a handful of customers then it’s easy to help them to achieve their goals. You can spend all the time necessary with them, getting to know how they think, and how you can best meet their needs.

Many customers

However, if you have thousands of customers then this one-to-one relationship is impossible. So now you may think that you’re simply selling them a product.

Selling a product sets a tone

“I want to buy this product”… “It’s £50”… “Here’s the money”. Not much of a relationship is it? It’s important to understand that your customer is buying your product in order to achieve something.

Your product helps your customer

The reason someone buys your product could be mundane, like unblocking the drains; or it could be to make them feel good about themselves. Whichever way, your product – you – are helping your customer to achieve a goal.

Focus on the goal

By focusing on the goal in your marketing you’ll be working with your prospective customers before they even know they want/need to buy your product. That could just be enough of a step up above your competitors.