Surely you have read books on the application of commercial strategies and you still have not found how to offer your services and really attract the attention of your potential clients.
The most important thing that defines your Niche is its motivation to become something better (TRANSFORMATION), and for that, we have to know what it does, how it does it, why it does it that way and how your mechanism improves what it really wants. attain.
The solution is: The JTBD (Job-To-Be-Done) theory.
JTBD theory focuses on the customer motivation and why customers want to buy a certain product.
Why is it important to pay attention to motivation?
Customer motivation is important because it remains relatively stable and sometimes unchanging, while technologies and solutions are continually changing.
I want to sell more
I want to spend less
I want better meetings
Imotivated employees I
wantwant to do this faster
I want to have fewer mistakes
I want to fight less with another department
I want to have better information
They are all motivations that are invariable over time or technologies... so so.
The job is the clients' struggle to make changes for a better life.
The job is done when the solution that can help people fulfill their ideal life is successfully offered.
When a customer searches for a product, he imagines himself in a better situation by using it.
The desire may or may not change over time, but the motivation behind it won't change right away.
Therefore, JTBD It does not focus on how, but on why.
In other words, the work must be defined by the motivation of the people, not by the activities or the means to solve it.
Remember that the Castaway just wants to get to the island, he doesn't care how he does it!
The main theory of JTBD helps you understand how people buy and use a new product because they want to improve themselves in a particular way.
To deepen the desires of our clients, an effective technique is that of thewhys?.
Why do people buy clothes?
Because they want to be fashionable.
Why do you want to be fashionable?
Because they want to look better.
Why do they want to look better?
Because they want to gain confidence in themselves.
Continue considering enough why necessary to find what is the real motivation of people to buy your product.
Understanding this customer motivation will help you come up with innovative ideas and predict what they theoretically need to buy.
You need to go deeper to really understand the problem and the real need.
In some cases, you may have to ask yourself "Why?" a few more times before you get to the root of the problem.
In other cases, you might end up with the second "why." If you do, make sure you haven't stopped too soon, and don't just accept "hasty" answers.
The important point is to stop asking "Why?" when you stop producing a useful response.
If you have any doubts, you can always send an email or make a quick call later to try to resolve it.
The product itself has no value.
People buy products to improve their quality of life.
I think we have already repeated this a few times, but we need you to be VERY CLEAR, since our entire method revolves around this concept and if you manage to develop content around it, you will see that "selling" will become much easier. .
Customers don't want a quarter inch drill bit, they want a quarter inch hole or better yet, they want a picture hanger from their last family trip that brings back such fond memories.
When considering new business ideas or how to improve your product, it is extremely important to know what customers want, which is not always what they tell you.
That's what we're going to find out.
If you ask someone why they bought that stationary bike, they would probably say something like:
"I want to get in shape"
"I want six pack abs".
"I want to lose weight."
But that's not what they "really want". Those things are means to an end.
How will "losing weight" make them happier?
In other words, what do they REALLY want?
What they really want is:
"Attract girls/boys".
"For my friends to look at me on Facebook and like/comment on my photo."
"Look at my thighs."
"To look good with clothes at a wedding."
Unfortunately, you don't know what people really want because you're probably not your target audience.
And people usually won't tell you what they want if you ask them.
They will provide surface level answers like "I want to lose weight."
Knowing the real needs of your prospects will give you superpowers.
That is why it is important to listen to your customers and use their words in your communications, they will dramatically increase your response rates because they will join the conversation that is already going on in their minds. They will think you are speaking to them because you are speaking their language.
But how do you understand what your customers really want if they don't tell you?
Keep reading!