To keep customers buying does not have to be complicated.
In fact it can be quite simple
In the search of business growth, it is tempting to add features to your products or services.
After all, if your competitors have them then you must too.
This type of thinking complicates the buying decisions for customers.
And it brings your products or services closer to your competitors, which lessens your competitive advantage.
Customers love simplicity especially if it is tied into added value.
With the many choices available today customers are seeking help with their buying decisions. After all who has time to go through all the possibilities searching for one that stand out from the crowd?
Focusing on one feature that differentiates your product or service and providing the emotional benefit helps with them chose your offering.
A local dry cleaner has used this concept well. With most dry cleaners you take your clothes in and place them on the bench. Then they go through each item while you wait.
This dry cleaner has taken the feature from hotels. He provides a bag with a slip that you just tick the items and what you want done with your clothes. You bring in the bag and leave.
It saves both parties time and small cost of printing the slips is minimal. It is one small feature that separates this dry cleaner from his competitors.
It is an example of using simplicity to keep customers and grows his business.
It can seem daunting to reduce your features and a little scary. However if you know your market and your customers’ wants and desires it can be a case of simple differentiation.
The key to this is looking at it from a customer’s perspective and identifying what is an important one they want. It also means looking at your competitors and comparing the features and identifying one that based on your customer knowledge you can own.
Once you have done this then get rid of the other features or at least don’t use them in your communication.
Growing a business is tough enough and if your objective is to keep customers then you don’t need any complexities. Being and offering me too features only makes it tougher.
Identifying the key feature as your point of difference also helps with your content as another way of separating your business from the pack.
Over to you: Do you have one feature you highlight and its benefit that helps you stand out from your competitors?
See how I can help your business use simplicity to keep customers buying.