Check out this fascinating discussion featuring Gerald Zaltman from Harvard Business School. In this video a number of critical points are discussed about developing the relationship between the product and customer as well as understanding how the customer mind ticks.
Most consumers are fairly solid in their choice of products for various reasons, primarily that they used the product when they were a kid. “If mom used Dove soap then gosh darn it I’m using it too!” They may also enjoy imagery and feeling they felt during the product’s advertisement, such as the feeling of confidence when viewing a commercial where various women swarm around a man who just put on cologne.
One compelling example of the strength of the customer-product relationship was mentioned in the video, specifically the host’s relationship with Coca Cola. The host mentioned that when he drinks Coca Cola he not only enjoys the product itself but is actually reminded of the times when he went to his grandparents as a kid because they always had Coke in the fridge. As a result his connection with Coca Cola is much deeper than the physical product since it evokes nostalgia and memories of family. This is a powerful connection that can be difficult to alter by newly emerging businesses selling related products.
So how do we cross the connection customers have already developed with products? Understanding the priorities of the customer are key when introducing new products. Try to collect information about the customer from the beginning to understand what the customer’s values are and then integrate those values with your product. If the customer connects Coke to family then let them know that your new beverage could become a family classic as well. If the customer has a newly born child then reach out by letting the customer know you are also concerned about the well being of the child.
When doing all of this remember the word Authentic and be real with the customer while you connect with them. Understanding your customer on a more personal level will allow you to build a personal bond that will stay with the customer.
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