And you? what side are you on?
Surely your natural answer is: on the side of my company. That’s right!
You have invested an extraordinary amount of money, time and effort in moving it forward. You know your product from A to Z, and you know as an honest entrepreneur that you are – that your product is good. Together with a team of excellent professionals you have, you have designed an efficient distribution network, your pricing policy is competitive in the market, because you know your competitors, you know that your product is well accepted because sales move well, you worry to make the operation of your company profitable, because in the end, it is also about making money.
But now, think a little about what is inside your consumer. Put on your pants for five minutes. What information can you get?
If you put yourself in the position of your client you can discover very interesting things, such as why your customer buys your product and not your competition, if the customer thinks that your product is really good or is simply cheap, if the last Once your client bought your product was well taken care of, if your client is satisfied enough with your product to recommend it to others, and much more.
You see the difference? If we start from the fact that your company lives or survives because it has customers who buy your products or services, then you can conclude that it is more strategic for you to be on your client’s side than your company’s. Why? Because on the side of your client is where the money is, not for anything else.
If you simply continue thinking that it is you and only you, then your client is going to tell you, no, it’s about me, my satisfaction, my benefit and, in a market where there are so many products to choose from, simply your client! It goes with your competition! And maybe you do not even know.
The important thing is to understand that the market has changed, and if you maintain a position centered on your product, surely you will find many problems. Because the market is different.
What is the difference? That people have an extraordinary ability to connect with each other, with friends, acquaintances, co-workers, family members, and thanks to the Internet, they can do it at no cost. In the same way, there is a lot of information that is available to everyone on the Internet, and that helps when deciding to buy a product. There are also forums, discussion groups, communities, social networks, price comparators, recommendations.
This ability to ‘connect’ means that everyone can share experiences and express opinions about something, whether it is the purchase of a product, a trip, a hotel, a visited site, an accident, anything.
Have you arrived on a Monday morning at the office, telling your deskmate how well you spent the weekend in that mountain park and recommended you go with your partner? Well on the Internet, and especially through social networks, the same thing happens. An email, some photos posted on Facebook, the video uploaded on Youtube, a thousand different ways!
What do you have to do? Keep your position saying that ‘you are the company that has the best product’?
Well, no, why? Because if you keep doing it this way, you’re going to fail. What if your competitors are oriented towards the client and discover new opportunities for development? Those who discover what should be done, and do it correctly, will definitely win, not only new clients, but long-term relationships.
It is about abandoning the position centered only on your arguments as a company, egotistical, blind, valuing only the efforts that you have made, and going outside, to the street. Go outside to see what happens in the world, in your industry, with your client, so you know what is said about you, your company, your product, not only in social networks, but in the environment where you develop .
Only by listening to what happens outside, you can plan your strategies in a better way. Only by putting yourself on the side of your client, will you be prepared. Imagine that you are going to a war. You designed a spectacularly effective weapon, which can reach an objective located on the surface of the Moon, guao, great! … In short, you are convinced that your product is the best, but as you do not listen, you have not heard that your opponent, six months ago, designed a special bomb, even very low cost, that destroys your super-weapon!
Moral: It’s not only about you, but about what happens outside, on the side of your client. By effectively listening to what happens with your customers, your marketing and marketing strategy can be refined in a much better way, they can even be much simpler to plan and implement without involving a large outlay of money.
Put yourself in your client’s pants for a while, and try to see what your client sees of your company and your product. Surely you will learn many good and positive things.