People and corporate customers do not always make rational decisions, but base their decisions partly on emotions. For you, this means that your product or that of a competitor sells better or worse, even though both are almost identical. For example, a strong brand allows you to offer a product that feels “better”.
Do not mix target groups and do not define them too broadly. Do people in one of your target groups have different problems or does your product offer different benefits? Then there are at least two target groups that require a different type of communication or approach . Make sure that the target group is large enough. If there are too few for it to be worthwhile to address them, you may need to rethink your solution. In some markets, the target group itself is not even able to make the purchase decision. A children's toy store must therefore make both children and their parents happy and convincing. However, the purchase decision is made solely by the parents.
positioning
After you have sorted your target groups and also know which solution you can offer them as an answer to a problem, the question of positioning arises . Here you take a closer look at the problem solution and identify the aspects that are relevant for your customer. What is a “must have” and which parts ecuador telegram screening of the product are “nice to have”? How do you differ from the competition? Once you have worked out these points, you can later go into the most important points in detail and not try to convince the customer with nice but relatively unimportant parts of your product.
What and how you communicate can make a decisive difference. Because if your customer believes that your product is different and better than that of the competition, you have already won. This means that the differences do not even have to be rationally explainable. You can use the cigarette industry as an example - customers also think that their brand is unique and better.
Last but not least, you should pay attention to the credibility of your positioning . If you are a long-established management consultancy with an old-fashioned company website and suddenly want to offer advice on social media , this is at least questionable from your customers' point of view.