This Monday I had an appointment with my garage to change the two rear tires of my car. I had to ‘just show up at 4PM. It would only take 30 minutes.’
The garage is not the closest one to my house. Not the cheapest one either. But it’s the garage I trust. Every time there’s an issue they fix it – at the agreed time, in the agreed time. It’s simply convenient. That matters to me.
It made me think about the work I do for my customers and how making them realize what are they actually selling? Every single one of them is solving an important problem for their customers. Fact is, too often they limit themselves by putting the focus of their messaging on the exact ‘thing’ they solve:
‘You’ll make your dispatch process more efficient.’
‘You’ll be able to plan your resources in the optimal way.’
‘You’ll be able to eliminate double payments in the AP process’
‘You’ll be able reduce the risk from the planning process’
‘You’ll allow your customers to order online without errors’
And although this is all very true – it’s not doing my customers, nor their customers a favor. Very often what you solve is not why your customers buy your solution. Sure, they need to make their dispatch process more efficient – but at the end they need that to live up to the promises they make to their customers. Investing in your solution allows them to solve a much bigger goal – the things they want to be known for: Reliability, caring, trust, enabling, convenience, you name it. The thing their ‘customers’ come back for over and over again. The thing their customers talk about to others.
I am sure my garage invests in efficiency, selects their suppliers for reliability and quality. But at the end it serves a bigger objective: to make people like me come back no matter what.
So why do you customers buy your software? Is it for the efficiency gain, the risk you reduce, or the cost you help them save? Or do they have a different, bigger driver? What if you’d think beyond the facts and start picturing that vision of possibility? Imagine how this would enrich the conversations you have with your customers
Ps: Often we’re too close to the problem and don’t see the wood before the trees. If you value to be surrounded with peers – tech-entrepreneurs-on-a-mission that think and act like you – that can help you challenge the value you offer and give generous feedback – I invite you to join the Remarkable Effect Tribe.