Match and Demand
When trying to match the demand of the customer, the eternal question is: what does the customer want? Since the lead time for supplies of any kind might take a while, wouldn’t it be wonderful if we were able to discover what the eternal demand of that customer actually is?
Scholars of the University of Tilburg in The Netherlands have been conducting a long-term study about happiness. Their research has shown that there is one thing that always gives a feeling of happiness to practically everybody. Now, what is that one thing, this element of eternal demand?
The eternal demand is the chance to develop. Beware this doesn’t mean the development itself, but the chance to develop. Give anybody the perception that your product or your service represents a chance to develop themselves and the resulting feeling will be happiness. People want to feel that they can develop, that they can progress, and that they have chances and options.
You therefore shouldn’t tell them what your product or service can do or how beautiful it is. Instead, you should emphasize how your service or product will help them grow and develop. This might need some creative thinking on your part, because with some services and products the chance to develop might not surface immediately. But it will definitely be a worthwhile investment in time and energy.
Take insurances for example. They can be presented as a way to cover risks, which is nice, but also dull. So let us rethink that for a moment. Once you are insured against the risks involved, you will not have the need for financial reserves to cover those risks. Which basically means, you are free to use that money to invest in yourself, in your personal development.
Another example might be a book. Of course you can buy a novel for pleasure only and joy it will bring. But a book is also a journey of discovery which will give you the chance to develop your thinking and creativity. Every book opens up your world and offers alternatives for your present life.
Gardening supplies on the other hand might seem like a whole different story, as everybody can put a plant in a pot and water it. But what if you really would invest in the perfect maintenance of a beautiful plant? Maintaining plants by giving them excellent care with the proper tools wallows your mind and being in the conviction that you can execute a perfect job. An exemplary plant represents a strong mind. And a strong mind will surely give you new opportunities because people will see and love it.
So try it out. Rethink how your services and products can address your clients’ chance to develop and you will be surprised.