Today’s marketplace is so competitive that companies walk the line to give customers what they want. Calvin Carstensen says that’s a good thing. But it’s not enough.
“In this economy, a business must be perceived as the excellent choice among the customer’s alternatives — especially if you want repeat business,” says Carstensen, director of ProvitVisions Consulting & Publishing in Kent and author of seven quality management books. “Customers want to feel they’re dealing with the benchmark setter in the business, and if they don’t think you’re doing things that are ahead of the cutting edge, they’re not going to believe you’re the best alternative.”
To be that preferred provider, a company must leverage what Carstenten calls “levels of excellence in the marketplace.” He explains what those are and how to reach them.
Level One: Give ’em what they want
“Most businesses never seem to get past this primary level,” says Carstensen. “That’s because they don’t really understand what the customer values, believes and fears about doing business with a company.”
The first mistake is believing that by doing what a customer asks, you’re perceived as excellent. While there was a time when that was true, people want more today.
Level Two: Do more than what they want
Level two is doing what customers want, and doing more of it, Carstensen says. But going the extra mile still isn’t going far enough, because customers want to be delighted. That’s why level three is crucial.
Level Three: Delight and surprise them
This requires listening to what customers say they want and asking why those priorities are important, which reveals their values, beliefs and fears. By making a direct connection to those factors, you can find ways to delight and surprise them.
For example, an injection-molding manufacturer might say to a customer, “What will this product design be used for? How it will be applied? What’s important to you in the manufacture of the product?” After contemplating the customer’s expressed priorities, the manufacturer then says, “Let me show you what we can do, because we may have something even better for you.”
“The difference between level two and three is that there’s a surprise, in that what they want and what you give them isn’t necessarily what they asked for,” says Carstensen. “The offering may be different than what was requested, but the delighted customer says, ‘Gee, I didn’t know that could be done!'”
Level Four: Wow them
This is the point at which you’re presenting and negotiating your offering in such a persuasive manner that you’re actually altering a customer’s values, beliefs or fears about a product or service, says Carstensen.
“You’re making the offering so compelling that a customer is willing to pay even more than you’re asking, because they’re so awestruck, they say, ‘Wow, I didn’t even know this was available for this affordable price!'” he says. “Insurance salesmen are notorious for this, and anyone who doesn’t reach for this level is missing great opportunities.”
Level Five: Recreate reality
While this trend is still in its infancy, Disney and other theme parks have been doing it for years. Web developers are mastering the method in cyberspace. Bricks-and-mortar companies would do well to pay attention.
“Be aware that this is coming,” says Carstensen. “This is the cutting edge, where people offering products and services are going to be able to recreate the reality of their prospects.”
How to reach: ProvitVisions Consulting & Publishing, (330) 626-4666 or [email protected]
