Offers must rely on customers and market, not on a desire of entrepreneurs. We can want what we want, but it is different that our current and our potential customers want. Because of that our offer must be based on the desires of our customers. But, one important thing is that our offer must include our superior value. One of the biggest mistakes of entrepreneurs is to focus only on their products or services. Yes, products and services are the part of our offer but only the part. Our total offer must include more things that will present our superior value. Let’s see from which components are constructed a total offer:
- Products and/or services. First part of the offer is products and services that you want to sell and products and services that you give additionally as free gifts or bonuses. That is a combination of the products that is primary products and services and subcategory secondary products and services as free shipping, warranty, guaranty, logistics, customer support… Everything that is directly connected with the primary product that your business sell is in this category.
- Superior Value. This is additional part of your primary offer that will make a difference between your business, products and services from competitors business, products and services. Superior value is something that will improve your offer into the eyes of your current and potential customers. They give you money for the products and services and want to know what is a value of your products and services for them.
- Customers Perspective. Last part is about customers, or what they want. We tell them what they want to know as what value they will receive from our products and services, what problems they will solve… All previous components must be based on this component because this component is most important component in our offer. If our offer is not based on their wants then two our previous categories as a product and superior value will not reach their buyer interest for our business.
Every customer will ask themselves 4 key questions about your products and services from the customer’s perspective:
- What’s In It For Me? (WIIFM) It is important for every business to know what their customers needs or desire. Each potential or current customer when making buying decision ask themselves this question, and if they find something valuable or useful in the products and services they will buy them. Your offer must include the most important benefits that they will receive when they buy your products and services.
- What benefits, I will get in exchange for the money? Second question that customers ask themselves is related to money that they must spend to receive the benefits from products or services. Explain worth of the products and services for money that they will pay.
- What problems does this solve for me? This is another additional question that is related to the problems that they will solve with the products and services they are buying. If the problem is greater, the greater will be desiring for buying that product that solves the problem.
- How does this make my life better or easier? Every product or services must have the component of improvement the life of customers. This is one of the questions that customers will ask themselves for buying decisions.
Think about all four questions, make research of the market that will give you some of the answers and include it in your offer. Then, after improvement of your total offer you will:
- have always great offer to your customers,
- know your customers, and
- develop your business for the future through your customers view.
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