Marketing the Solution, Not Just the Product
Marketing that Emphasizes Customer Benefits
Strategic positioning in marketing involves presenting your products or services in a way that not only distinguishes you from competitors but also highlights your superiority. This approach holds considerable power in influencing consumer choices. So, why do customers ultimately decide to make a purchase?
“There is real value in solving a problem in the customer’s mind. If you can do that, then there’s no reason for them not to buy from you.”
Reflect on your most recent purchase. What problem did the product or service solve for you? Would you have been willing to pay more for the same outcome? For small businesses, it is essential to scrutinize your offerings. Start by identifying the benefits of each product or service and then outline the specific problems they address.
Appealing to Emotions in Purchases
One might argue that purchases are driven by necessity. However, consider this – do you truly NEED that new jacket? Do you NEED those fancy wheels for your car? The underlying message is clear – we buy things because they evoke a certain emotion. When emotion clashes with logic, emotion tends to prevail. "I need the new jacket to make me look good" or "I need the fancy wheels to enhance my car's value" – these decisions are emotionally charged, with logical justifications following suit. Despite our desire for rational decision-making, emotions often guide our choices.
Good marketing solves a problem in a distinctive manner.
When customers make a purchase, they typically look for solutions to their problems, following the traditional "find a need and fill it" approach. By presenting your offering as a "solution," you not only address the customer's problem but also stand out from competitors.
Moreover, solving a problem in a distinctive manner establishes a concrete value for that solution. When you provide customers with a unique remedy for their emotional distress, they are willing to pay a premium for it. Think of it like a visit to the doctor – if referred to a specialist, the expectation is to pay a higher fee for specialized service.
Make it a point to practice Solution-Centric Positioning.
Solution-centric positioning simplifies price comparisons for customers by shifting their attention from cost fixation to problem resolution. This strategy narrows down the options available to customers, focusing on the essential goal of addressing their issues. The real value emerges from effectively resolving the problem in the customer's mind. If you succeed in this aspect, customers have no reason to explore alternatives.
The Bottom Line: Emphasizing the solution over fixating solely on the product not only sets you apart in the market but also enhances your chances of closing a sale. Customers will show their appreciation through their purchases.
