No matter what business you’re in, the way to succeed and get more customers is by providing great value. Consumers look at your product or service and decide that what you’re offering is worth paying you for it.
If something doesn’t provide value, then customers won’t waste money on it. Sure, you can get people to buy something once, but after a bad experience, they’ll decide there’s no value to them, and they won’t come back. And key to small business success is inspiring customer loyalty and word-of-mouth!
There are two sides to value. The first is relevant benefits, while the second is relevant differentiation. This article focuses on relevant benefits, which have to be the starting point for creating value. The most basic definition of relevant benefits is some characteristic of a product or service that fits into customers’ needs and wants.
In the One More Customer e-book, Fran Tarkenton and Scott Miller break down six categories of relevant benefits: the 6 C’s of Relevant Benefits.