UNDERSTANDING CUSTOMER EXPECTATIONS & MASTERING PRODUCT KNOWLEDGE

UNDERSTANDING CUSTOMER EXPECTATIONS & MASTERING PRODUCT KNOWLEDGE

Having a clear vision of your business’s mission is important, as well as knowing your product. Having a thorough knowledge of what you offer and your products shows customers that you are an expert in your field. Taking the time to learn how to sell your products is very important. You can have a great product, but if you don't know how to sell it, this can cost you not only money but also credibility. Customers will have doubts and questions. The answers you provide will make a big difference and help the customer decide if your product is the best option or if your competitor's is better.

To make a sale, you have to convince your customers that your product is the best option available. To do that, you need to be an authority on everything about your product. Know the composition, history, ingredients, and manufacturer—everything. This shows your passion for your product. Also, educate customers on the difference between a fake product and the original. Explain why the fake is bad, how it can affect them, and why your original product is superior. Be prepared with the answers to these questions and watch your sales grow.

TOP 25 MARKETING TIPS

  • Customer:Can I trust your product(s)? Will I get the expected results as explained or advertised?
  • The most important factor contributing to the success of entrepreneurship is building a relationship of trust with your customers. They should be able to rely on your product to deliver as per the advertised specifications. Once you have built this trust, every new product you introduce will sell. This is why you need to plan your advertising strategies carefully and never talk about product features that are not present. Focus on the results your product can offer.

    NOTE: Quality Product and original products:  

    Quality and originality are two pillars that uphold the reputation and success of any brand or product. Customers today are discerning; they seek not just functionality but also reliability and authenticity in the products they purchase.

    The Value of Quality

    Quality is the cornerstone of customer satisfaction. A high-quality product not only meets but often exceeds expectations. It performs its intended function effectively, lasts longer, and provides a positive user experience. When customers receive quality products, they develop trust in the brand, leading to repeat purchases and positive word-of-mouth recommendations.

    Quality products also contribute to brand loyalty. Customers are willing to pay a premium for products they perceive as high-quality because they associate them with superior performance, durability, and overall value. This loyalty translates into long-term relationships with customers and a competitive advantage for businesses.

     

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    The Importance of Originality

    Originality goes hand in hand with quality. An original product is one that is genuine, authentic, and free from counterfeit or imitation. Original products carry the assurance of meeting industry standards, safety regulations, and ethical manufacturing practices. Customers value original products because they can trust their quality, performance, and reliability.

    Originality also protects brands from reputational damage and legal issues. By producing and selling original products, businesses uphold their integrity and credibility in the market. Customers appreciate and respect brands that prioritize originality, leading to increased brand loyalty and positive brand perception.

     To conclude, Investing in quality ensures customer satisfaction, loyalty, and positive brand reputation. Likewise, prioritizing originality protects brands from counterfeit threats and strengthens customer trust. By focusing on these two pillars, businesses can differentiate themselves in the market, attract loyal customers, and drive long-term success.

    1. Customer:"Why should I choose your product over your competitors'? What unique features or benefits does your product offer that others in the market don't?"

    When crafting your product concept, it's crucial to incorporate distinctive features or a Unique Selling Proposition (USP) that distinguishes it from competing offerings. In a competitive landscape, customers require compelling reasons to select your product above all alternatives. For certain well-established companies, their brand name serves as their USP, leading buyers to favor a familiar and trusted brand even when presented with superior products from competitors.

    NOTE:Unique Selling Proposition (USP) that customers love

    here are some distinctive features or Unique Selling Propositions (USPs) that customers often love:

    1. Exceptional Quality: Customers appreciate products that are of superior quality, durable, and reliable. If your product consistently delivers top-notch performance and outlasts competitors, it can become a strong USP.
    2. Innovative Technology: Incorporating cutting-edge technology or innovative features that enhance functionality, convenience, or user experience can be a compelling USP. Customers are often drawn to products that offer something new and advanced.
    3. Customization Options: Providing customization options or personalized experiences allows customers to tailor the product to their preferences. This flexibility can be a significant USP, especially in markets where individualization is valued.
    4. Sustainability and Eco-Friendliness: With growing environmental concerns, products that are sustainable, eco-friendly, and ethically sourced are increasingly attractive to customers. Highlighting your product's eco-friendly features can serve as a strong USP.
    5. Exceptional Customer Service: Offering exceptional customer service, such as 24/7 support, hassle-free returns, or dedicated customer assistance, can set your brand apart. Customers value companies that prioritize their satisfaction and support needs.
    6. Value for Money: Providing value for money through competitive pricing, bundled deals, or added benefits can be a compelling USP. Customers appreciate products that offer a great balance between price and features.
    7. Exclusive Partnerships or Collaborations: Collaborating with renowned brands or influencers to create exclusive products or limited editions can create a sense of exclusivity and desirability among customers.
    8. Social Impact: Products that contribute to a social cause, such as donating a portion of sales to charity or supporting a social initiative, resonate well with socially conscious consumers and can be a powerful USP.
    9. Ease of Use and Accessibility: Making your product easy to use, intuitive, and accessible to a wide range of customers can be a strong USP, especially in markets where convenience is highly valued.
    10. Guarantees and Warranties: Offering robust guarantees, warranties, or satisfaction guarantees can instill confidence in customers and serve as a USP that sets your product apart from competitors.

     

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    1. 3. Customer: Do you understand my needs? Can your product effectively solve my problems?

    Your customers expect thorough research and development from you. When you launch a product, it should be tailored perfectly to meet their requirements, with all the necessary features to perform its intended functions. A confident entrepreneur should acknowledge if the product isn't suitable for a customer's needs and recommend exploring other options. Honesty builds trust and fosters customer appreciation.  

    1. Customer:Why should I buy it?

    Successful entrepreneurs are those who innovate by introducing new products that customers didn't even know they needed. They should be bold enough to explore ideas that have never been tried or considered before. Consider the iPhone, for example. At a time when Blackberry dominated the smartphone market with its physical keyboard, the iPhone revolutionized by showing that a physical keyboard wasn't necessary, allowing for more screen space. This bold move by Steve Jobs changed the course of history

    NOTE:Below are some of the reasons why customers buy:

    customers buy products or services for a variety of reasons. Here are some common reasons why customers make purchasing decisions:

    1. Need Fulfillment: Customers buy products to fulfill a specific need or solve a problem they are facing. For example, buying food to satisfy hunger or purchasing a laptop for work-related tasks.
    2. Desire for Improvement: Customers may buy products to improve their current situation or enhance their lifestyle. This could include buying a new car for convenience or upgrading to a faster smartphone for better performance.
    3. Emotional Appeal: Emotional factors often drive purchases. Customers may buy products that make them feel happy, confident, or fulfilled. For instance, buying a luxury item for a sense of prestige or purchasing gifts to express love and appreciation.
    4. Value for Money: Customers seek products that offer value for money. They evaluate the benefits and features of a product compared to its price, looking for the best balance between quality and affordability.
    5. Social Influence: Customers may be influenced by social factors such as trends, peer recommendations, or social status. They may buy products that align with their social identity or to fit in with a certain group or lifestyle.
    6. Brand Loyalty: Some customers are loyal to specific brands due to positive past experiences, brand reputation, or emotional connections. They may prefer to buy from familiar brands they trust.
    7. Convenience: Customers value convenience and may choose products that are easily accessible, available in their preferred location, or offer hassle-free shopping experiences, such as online ordering and fast delivery.
    8. Perceived Quality: Customers often associate quality with certain brands or products and may be willing to pay more for perceived higher quality, durability, or performance.
    9. Problem-Solving: Customers buy products that provide solutions or make tasks easier. This could include buying organizational tools for efficiency or purchasing educational resources for learning purposes.
    10. Innovation: Customers are attracted to innovative products that offer unique features, cutting-edge technology, or creative solutions to common issues. They may buy products to experience something new or different.
    1. Customer: Have you personally used the product? How well does it perform?

    One of the most impactful strategies to promote your product is by sharing your own firsthand experiences after using it. Practical information is often the most convincing way to persuade a potential buyer. Describe the capabilities of your product, its functionality, and how it can simplify the buyer's life. Your marketing efforts can also highlight the positive outcomes experienced by users, such as increased family time or opportunities for leisure activities, leading to a happier, more stress-free lifestyle.

     

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    1. Customer:Is your product durable? How long can I expect it to last before needing a replacement?

    Customers expect durability from your product, and to reassure them, offering warranties is crucial. Customers are inclined to choose products with warranties because they understand that your promise of free replacements or repairs indicates your confidence in the product's longevity and reliability, reducing the likelihood of needing replacements or repairs.

     

    SWOT: Strength, Weaknesses, Opporturnity and Threats

    NOTE: How to guarantee customers durability.

    Guaranteeing customers of a durable product involves several key strategies:

    1. Quality Assurance: Ensure that your product is made from high-quality materials and manufactured using reliable processes. Conduct rigorous quality control checks at every stage of production to minimize defects and ensure consistency.
    2. Product Testing: Conduct thorough product testing under various conditions to assess durability, performance, and reliability. Use real-world simulations and quality testing standards to validate the durability of your product.
    3. Warranty and Guarantee: Offer a robust warranty or guarantee that assures customers of free repairs, replacements, or refunds in case of product defects or failures within a specified period. Clearly communicate the terms and conditions of the warranty to build trust and confidence.
    4. User Feedback: Collect feedback from customers who have used your product over time to assess its durability in real-world scenarios. Use this feedback to make improvements and address any durability issues promptly.
    5. Transparent Communication: Be transparent with customers about the expected lifespan of your product, its durability features, and any maintenance requirements. Provide clear instructions on how to use and care for the product to maximize its durability.
    6. Third-Party Certifications: Obtain certifications or endorsements from reputable third-party organizations that validate the durability and quality of your product. Display these certifications prominently to instill confidence in potential customers.
    7. Customer Support: Provide exceptional customer support and assistance for any durability-related queries or issues. Promptly address customer concerns and offer solutions to maintain customer satisfaction.

    By implementing these strategies, you can effectively guarantee customers of a durable product and build a reputation for reliability and quality in the market.

    1. Customer:Is your product high quality? Have you tested it before marketing?

    Customers seek products that offer good value for their money. Your advertising campaign could highlight the quality control tests you conduct, including individual checks for functionality and durability. It's also beneficial to mention the authoritative quality standards your products comply with, along with any certifications your company holds. Customer comments and reviews from those who have used your product can further reinforce its quality.

    NOTE: A quality control test on a product

    Sure, here are some key steps involved in conducting a quality control test on a product:

    1. Define Quality Standards: Establish clear and specific quality standards that the product must meet. This includes criteria for functionality, performance, safety, reliability, and durability.
    2. Raw Material Inspection: Inspect all raw materials and components used in manufacturing the product to ensure they meet quality standards and are free from defects or impurities.
    3. Production Process Monitoring: Monitor each stage of the production process to identify and address any potential quality issues. Use quality control checkpoints to verify that the product is being manufactured according to specifications.
    4. In-process Testing: Conduct in-process testing during production to check for defects, flaws, or deviations from quality standards. This may include visual inspections, measurements, functional tests, and performance evaluations.
    5. Final Product Inspection: Perform a comprehensive inspection of the finished product before it is released to the market. This involves thorough testing, sampling, and evaluation to ensure it meets all quality requirements.
    6. Functionality and Performance Testing: Test the product's functionality and performance under various conditions to verify its intended use and capabilities. This may involve simulation tests, stress tests, environmental tests, and usability testing.
    7. Safety and Compliance Checks: Ensure that the product complies with relevant safety regulations, industry standards, and legal requirements. Conduct safety tests, risk assessments, and certification checks as necessary.
    8. Documentation and Record-keeping: Maintain detailed records of all quality control tests, inspections, and results. Document any deviations, corrective actions taken, and improvements implemented to enhance product quality.
    9. Feedback and Continuous Improvement: Gather feedback from customers, quality control personnel, and stakeholders to identify areas for improvement. Use this feedback to implement corrective actions, refine quality control processes, and enhance overall product quality.

    By following these steps and implementing a robust quality control system, companies can ensure that their products consistently meet high-quality standards and deliver value to customers.

    1. Customer:Is your product affordable or cost-effective?

    Customers seek the perfect balance between a high-quality product that performs well, lasts a considerable time, and fits within their budget. When searching for a specific product, buyers often consider various options with slight variations in features across brands. They also evaluate the cost of each option and compare these factors against their needs. Ultimately, the product that offers the best features at an economical price tends to be the preferred choice. 

    1. Customer:Is your product easy to use and operate? Am I going to need help?

    You can never go wrong with simplicity and ease of usage. The more complicated you make your product, the warmer the customers will be. To further prove how easy the product is to use in their day-to-day lives, you could offer buyers the opportunity to try it out before buying. Either offer trial runs or have a representative to present a demonstration at their home or place of work. 

    1. Customer:Is your product going to remain usable for a while? Or, will I have to get an upgraded one soon?

     If possible, design your product in a way that allows for future upgrades as technology advances. In today's rapidly evolving landscape, new inventions emerge frequently, causing products to become outdated quickly. Customers value products that can remain relevant and usable over time, with the option for simple and economical upgrades to enhance functionality.

    11.Customer: Is your product compatible with the others I already have in my home?  Will I need to overhaul my setup completely?Or, will I end up with a complete do-over? 

    Customers prefer products that seamlessly integrate with their existing setup. Ensure your product design is not so different that it's rejected due to compatibility issues. Buyers are not keen on overhauling their entire setup just to accommodate a new product."

    1. Customer:Will your product require extensive after-sales care? Will I need to visit service centers frequently?

    In addition to ease of use, customers also seek products that are easy to maintain. A product that is simple to clean with a few quick steps and does not require frequent maintenance is more likely to succeed. Conversely, products that necessitate frequent visits to service centers are often rejected because they should add convenience to customers' routines, not disrupt them.

    1. Customer:"I'm interested in your product and I believe it's perfect for me. However, how will I get it delivered to my home or workplace?

    The availability of delivery and installation services can often be the deciding factor for customers. After selecting the ideal product, customers are more likely to choose the option that offers doorstep delivery and includes a team of experts to handle the setup process.

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