Are your customers appreciating your brand?
Are you achieving that your customers notice the value of your products?
The value proposition for the customer does not tell the story of your product or service, but how it is going to improve their life. It is a set of affirmative phrases that demonstrate the intangible attributes of your product.
To give consistency to the value proposition of your business you need to identify the group of consumers that would pay for your services, your target market. It is necessary that you know in depth their consumption profile and needs.
Formulating a model of value for the customer, that awakens trust and sells, depends on the connection between your brand and them. Remember that it does not matter the number of buyers you attract, but that they are part of your audience for the right reasons.
The latest consumer trends report from Zendesk reflects that 80% of customers opt for the competition if their experience with the brand is disappointing. That is, the consumer has discovered their power to choose from the options they have and does not hesitate to use it.
How to formulate a value proposition for the customer?
You know you are ready to create a value proposition when you become a specialist in a product or service and your performance improves enough to convince you that people deserve your product or service to improve their lives. But, what steps to follow to formulate a value proposition?
1. Before designing the value proposition for the customer, make sure you know the size of the market, trends and competition offers. Look at what sets you apart from the rest.
2. Then, identify and reinforce the differentiating aspects in the product and experience you offer. Strengthen your identity and define the message of your brand.
3. Discover who your customers are, apply market segmentation strategies and discover the best way to transmit how you are driving the world with your product.
4. When establishing communication channels with users, convey competition, authenticity and connection, otherwise trust is not generated to turn them into customers.
5. Establish a trusting relationship with customers, offering them a personalized shopping experience.
Trust is the gateway
The gateway to creating bonds between your brand and its consumers, which translates into better sales.
· Use your numbers, be transparent. Specify the savings your product offers in terms of cost and time; as well as gain in customization, design or status. Show this information on the home page of the website and social networks.
· People don't like to be sold to, but they love to buy, so find the value proposition model that suits your customers.
Honestly tell what you do in your company, how you do it and why. The most creative and disruptive way to structure your value proposition is, precisely, to reverse the order of those answers and start with the why. In his book "Start with why", Simon Sinek goes into this topic.