It's why you do it

Most business owners follow a similar pattern, trying to beat their competitors with a faster service or larger discounts, but either way it’s a huge business expense that doesn’t drive behaviour. To a degree, it may be cost effective in the short-term to buy customers but it’s not inspiring and it doesn’t create loyalty.

People don’t buy what you do; they buy why you do it!!

To give you an example, why would you buy double-glazing from any company, it’s a very competitive industry with lots of competent companies. You are likely to commit yourself to making a purchase of several thousand pounds and need to leave a sizable deposit without knowing what the result will be like.

Most companies can offer a similar product, made to a similar standard and fitted just as well as their competitors. It becomes a sterile process of comparing prices, haggling for discounts and hoping as a consumer that you’ve made the right decision, it can become a matter of luck.

The inspired few companies out there don’t sell windows they tap directly into the emotional drivers that people want. They sell comfort and security; also they sell reliability and reassurance. These aren’t items on their price list, but are far more important to the end user than any sales pitch a keen representative can muster. People don’t buy what you do; they buy why you do it!! The focus should be, to match an emotional solution to an emotional problem, and for the end user to engage with the real reasons why you want to help them.

http://www.mikebowden.uk/