Why Should Customers Give Us Their Money?Why Should Customers Give Us Their Money?

When developing new products and services, in order to make intelligent business decisions, it is essential that companies focus on how they are valuable to their customer. Because each customer has different values and goals, it is often hard to find a universal approach that will always attract and gain new clients. The Harvard Business Review suggests that it is essential to find a meaningful way to reach out to target customers, and to offer a superior value for these customers. They identified the three most common strategies: When developing new products and services, in order to make intelligent business decisions, it is essential that companies focus on how they are valuable to their customer. Because each customer has different values and goals, it is often hard to find a universal approach that will always attract and gain new clients. The Harvard Business Review suggests that it is essential to find a meaningful way to reach out to target customers, and to offer a superior value for these customers. They identified the three most common strategies:

  1. The most common is just to list all the benefits of the product or service that is being launched. This method is the easiest to formulate and deliver because it does not take into account much of the customers’ wants nor what the competitors offer. They also do not allow your company to stand out to prospective customers among your competitors. Even if your product or service is superior or has beneficial distinctions, by listing all of its qualities, the few points of difference are actually diluted.
  2. Some companies choose another approach as they directly recognize that their target customer has other options to buy. The only problem with this approach is that suppliers need to stress the points of different that would be of the highest benefit to their customer, which are sometimes unclear.
  3. It is imperative to strike a balance between these two different approaches, and to remember that more is not necessarily better. Including one-two points of difference that will deliver the greatest value to your customers would allow your product to stand out among competitors. By condensing this list you are acknowledging that managers who are making these huge decisions have a lot of responsibility and not a lot of time, so by making a superior, clean-cut offer, that includes the elements that matter most to them, you are more likely to attract their attention. Use points of parity (such as having the same or similar price to competitors) to your advantage in addition to listing the things that differentiate yourself among competitors. This extra step requires time, effort, persistence, research and creativity in order to be crafted effectively. By using results from former customers to broadcast how you can deliver a service or product that is superior, you can demonstrate how much you actually saved a real company, and how much value you can actually add through tangible measurements.

Remember when launching new products to make sure that they are superior to the competitor, that the proposition can be executed for a long period of time, and that there should be tangible points of difference that explicitly differentiate your product from the rest so that a decision does not come down to just a price tag.


1. The most common is just to list all the benefits of the product or service that is being launched. This method is the easiest to formulate and deliver because it does not take into account much of the customers’ wants nor what the competitors offer. They also do not allow your company to stand out to prospective customers among your competitors. Even if your product or service is superior or has beneficial distinctions, by listing all of its qualities, the few points of difference are actually diluted.
2. Some companies choose another approach as they directly recognize that their target customer has other options to buy. The only problem with this approach is that suppliers need to stress the points of different that would be of the highest benefit to their customer, which are sometimes unclear.
3. It is imperative to strike a balance between these two different approaches, and to remember that more is not necessarily better. Including one-two points of difference that will deliver the greatest value to your customers would allow your product to stand out among competitors. By condensing this list you are acknowledging that managers who are making these huge decisions have a lot of responsibility and not a lot of time, so by making a superior, clean-cut offer, that includes the elements that matter most to them, you are more likely to attract their attention. Use points of parity (such as having the same or similar price to competitors) to your advantage in addition to listing the things that differentiate yourself among competitors. This extra step requires time, effort, persistence, research and creativity in order to be crafted effectively. By using results from former customers to broadcast how you can deliver a service or product that is superior, you can demonstrate how much you actually saved a real company, and how much value you can actually add through tangible measurements.
Remember when launching new products to make sure that they are superior to the competitor, that the proposition can be executed for a long period of time, and that there should be tangible points of difference that explicitly differentiate your product from the rest so that a decision does not come down to just a price tag.

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