It was my son Gilad’s second birthday, and the daycare wanted to throw him a party like they do for all the kids. Usually these parties are a complete success, the kids are happy, and a good time is had by all (my daughter Shoshana had her 3rd birthday party at the same daycare and loved it). So how were we to know that selling Gilad on a birthday party was going to be a very delicate matter?
From the start, things seemed a disaster. He didn’t want to sit in his special chair or wear his crown. He didn’t want to play a game parading around and singing. He didn’t ever want sugary treats, which were served early to see if it would calm him down. It looked like the party was doomed. Then everything changed with one simple offer.
The teacher pulled out a box of pompoms for the kids to wave around, while she sang a song for them. Suddenly, Gilad’s face lit up like a birthday cake, as he started smiling, laughing, and got totally into the party. I watched him change from throwing a complete tantrum to having a ball in a manner of seconds. As all the kids ran outside to play, with Gilad leading the pack, I realized something: customers are a lot like toddlers.
As business owners we can think we know what they want. We look for signs from them to see if we are making them happy or not like do they click on our product descriptions, what is their bounce rate on our site, and ultimately do they click “buy now.” Just like Gilad’s birthday party, there is usually something very specific that is going to click with the buyer. The key to success in customer relationships is making the choices easy for them when they are ready to buy and presenting your solution to their problem in a way that is clear, intuitive, and fun.
To find out whether your “party” will be a success with customers, ask yourself the following questions:
- What is the one problem my customers have that I can solve?
- In as simple terms as possible (so a child can understand), how does what I’m selling solve the problem?
- Do I have a way of getting inside the customer’s head and finding out what matters to them (blog comments, feedback, customer surveys, Facebook Likes and Interests profile, etc.)?
- How am I making the offer of my product known to customers (webpage, Facebook Ads, blog, etc.)?
- Do I have a way of tracking conversion rates (from page visit, to click, to sale)? If so, what is working best to convert? What isn’t working?
- How can you make your offer more targeted and more fun?
These questions will get at the heart of how you make the offer to customers. This is an evolving process, and finding your “pompom” will take some experimentation. Taking the time to do this analysis, review, and revision is crucial through the life cycle of your products to continue evolving and growing with your customer.