We live in the era of information, and data has become the most critical asset of which drives more value into any business and helps facilitate future economic benefit flowing back into the firm in many ways possible. From defining your target demographic to addressing specific pain points in your services, data can come in many forms and can guide your marketing strategies and customer experiences to near perfection.
However, understanding consumer behavior is much more than just analytics and trendlines, and while these tools and graphs do serve as a basis from where our understanding can begin, we must also learn to put ourselves in the shoes of our customers first. Sadly, though, far too many companies and enterprises have forgotten this monumental step to success, but we think now’s the best chance to change and lead more entrepreneurs to find the right answers.
When Making A Purchase, People Think At The Margin
People have unlimited wants, but because we only have so much going around and not enough resources to satisfy the insatiable, the nature of economic choice boils down to preference subject to price constraints and available information. Therefore, we can’t forget that our target audience is but simple people like everyone else, and they make purchases while thinking at the margin, which means there are more nuances and details to every decision.
Marginal Benefits Over Costs
Although people naturally prefer superior products and services whenever they get the chance to choose, your target audience will be weighing the marginal benefits over the costs incurred to receive such a luxury. And even though your offers might arguably be the best available, the subsequent cost constraint attached will lead them to choose inferior alternatives because they are marginally better. In fact, with consumer prices on the rise, we already see this logic play out with most household budgets in the current day.
Opportunity Costs And Subsequent Tradeoffs
Apart from the marginal benefits a product or service may offer, consumers will also consider the opportunity costs and subsequent tradeoffs that come with certain purchases. And while the explicit price may be beneficial at face value, there are implicit costs that aren’t direct expenditures that customers also account for. Whether it’s the time allotment for certain services or travel time slowdowns that could pose a risk, these factors should also be considered by firms.
Maximize Utility Under Budget Constraints
At the end of the day, it’s all summed up with the saying of getting the most out of your buck, and consumers will find ways to maximize the amount of utility they receive under their unique budget constraints. Therefore, if your products or services are unable to keep up and compete with similar offers by your rival companies, don’t expect everyone to always side with your offer for quality’s sake because there’s more to a purchase than the item itself.
Align Your Product And Service To Its Associated Need
Given the distinct characteristics and dimensions that make up the individual economic choice any of your target audience may consider before making a purchase, the key solution to coming out on top is by aligning your products and services to an associated need. Business 101 would always remind you of addressing the needs of the public, and while there’s nothing inherently wrong with providing for a niche want, rooting yourself in necessity immediately increases the utility of your products and services.
#1 Function And Satisfaction Go Hand In Hand
It’s not enough for something to get the job done; you want your products and services to be functional and provide a satisfactory performance that sets them apart. For example, the best home security fly screens don’t just keep the little pests from running amok in your home, but they’re also exceptionally durable and double-down as a tool for extra privacy. The key takeaway here is going the extra mile in areas where the extra effort will be most appreciated.
#2 Incentives Overcome Indifference
Most consumers will compare products and services from an indifferent perspective, and when making a decision between two equally good offers, it’s all left to chance at this stage of the purchase process. However, companies can overcome this indifference by providing their customers with incentives, giving them that extra little token to have the favor inch over to your side even by just a small margin. For services, this may come in the form of bonus upgrades and a trial basis, while products can be bundled with freebies.
#3 Never Forget To Address Feedback
Speculation and forecasting can only get you so far, and while they provide an excellent roadmap to follow, we must never forget to address the cold hard feedback we receive from our customers and clients. These replies and responses will help you gauge the similarities of preferences and problems experienced by many people, which will ultimately help improve your products and services to serve your target audience better. For example, Ethereum’s London Hardfork Upgrade is proof of addressing the specific issues experienced with the blockchain brought up by users, and the response has been positive, as evidenced by the bullish rally it’s experiencing.
However, Trends Can Change, So Stay Vigilant.
Overall, even if you manage to hit a bullseye, always remember that trends change alongside behavior, so vigilance is key to staying at the top of your game. Don’t let any fleeting moments of success get to your head, and we can guarantee you future success will always be waiting.