The value of the solution you provide is in how it takes your customer from A to B. In other words, how you take them from where they are now in their current state of being stuck in their problem, or having an unmet need, an unfulfilled desire or a pain point of some kind, to their desired future state of having their problem solved, need met, desire fulfilled or pain point alleviated.
To understand the true value of the solution you provide to customers, you need to first consider your product/service from their perspective.
Customer problems are part logical and part emotional. For example, a small business owner behind in their bookkeeping could have cashflow and debt problems (logical) and this makes them feel stressed and fearful (emotional).
The bigger the problem, the greater the need, the stronger the desire and the more troubling the pain point, the higher the value a person will place on the right solution (product/service) and the more willing they are to pay for it. This is because the person has a greater motivation to find relief from the unease, tension or discomfort they attribute to their situation and move to a place of comfort, pleasure and internal equilibrium.
Solved customer problems are also part logical and part emotional. For example, once the small business owner gets their bookkeeping up-do-date they could have good cash flow and pay their bills on time (logical), and this makes them feel happy and have peace of mind (emotional).
To articulate the true value of the solution you provide, you must articulate how your product/service closes the gap between the customer’s current state and desired future state – that is, how it takes them from A to B.
Here’s a simple, three-step process to help you identify the true value of the solution you provide to your customers.
Step 1: Draw the letter A and under it create a list that describes your customer’s current state as a problem/unmet need/unfulfilled desire/pain point, from both a logical and emotional perspective. Use the bookkeeping example above as a guide.
Step 2: Draw a large arrow to the right of A and under it describe the value of your solution (product/service) as the unique package of benefits that solves this problem/meets this need/fulfills this desire/alleviates this pain point. Think of this as the main reasons why people would do business with you rather choose a competitor alternative.
Step 3: Draw a large letter B and under it create a list that describes your target market’s desired future state having their problem solved/need met/desire fulfilled/pain point alleviated, from both a logical and emotional perspective.
The effectiveness of your solution (timeliness, quality, outcome) in taking your customer from A to B will determine its true value in the eyes of the customer.
In the next edition, I’ll discuss how to further refine the value of the solution you provide by creating a signature value anthem.
©Ros Weadman 2022
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