In a competitive market where users are more demanding, they are not interesting only in your products or services; they are searching for an added value so they can be provided with a gratifying experience. But, how do we get that?
If you want to differentiate yourself from the competitors, it is not enough to low your prices neither to offer quality-goods. The key is to build up emotional bonds with the public, to create empathy throughout a series of values capable to seduce the customers. For this purpose, it is necessary to have a deep understanding of your product, so you can highlight which experiences can be obtained by using it. On the other hand, it is very important to know which are the motivations that lead the consumers to your product.
Brands are perceived as “extraordinary” by the customers are those that achieve “fans” instead of clients; these brands do not sell products of services, but experiences and emotions. It has been proved that buying an experience is more pleasurable and gets far more recommendations. There is a reason for that: experiences take place in consumers’ minds produce long-term effects are unique and tend to be idealized.
We must keep in mind that if they can choose, consumers will always prefer products and services that can provide them with emotions, even during the purchase process. When buying a company product, customers do not choose the “what”, but the “how” or the “why”. For these reasons, creativity and strategies such as the story-telling become quite relevant to create emotional bonds between the brand and the customer.
The concept of traditional customer is fading, so if you want to make fans of your brand you must build up communities, evaluate the intangible, go into the imagination of the consumers and make them enjoy the experience so they can recommend your product. While it is true that in certain sectors the experiences can be more fascinating, in all of the business can be sold emotions; you only have to find the key to collect your evangelists.
“The successful salesperson cares first for the customer, second for the products”