Are you solving problems for your customers, clients, and members or focusing on your organization’s needs instead?
While it can be tempting to wax poetically about how wonderful our products, services, and organizations are, our customers, clients, and members care about what they need, not what we have to offer. What are they worrying about? What aggravates them? How can we make their lives easier? Save them time and money?
Keeping up with what your customers want and need and how your organization can solve their problems is pivotal to success. What that answer is inevitably changes over time. That’s why evolving offerings and services continuously to meet changing needs that you regularly gauge is so critical. And letting go of what isn’t resonating anymore.
Once you have found great solutions to your customers’ needs then it becomes much easier to use clear consistent messaging and engaging story telling to spread the word about the benefits of your products and services. Which kinds of customer problems you are going to solve flows from your mission and what you hopefully have already identified as your organization’s unique competitive advantage.
No matter how zippy or eye catching our slogan or graphics, if we are not taking care of what our customers need, someone else will inevitably step in who will. What steps are you taking to solve your customer’s problems and communicate what you are doing to help them?