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Chapter 4
Principle
Of Customization
Sell to me individually
I'm not a faceless number,
Sell to me personally
Mass marketing is a bummer.
If you want us to buy so much
Give us the personal touch.
And we'll buy more eventually.
- Your Customer
Goal: What features of my business, product or service can I
customize to add more value for my target customers?
More and more people want to be recognized as individuals.
People want
to be seen as people with individual taste, wants and needs. People
want more (principle of addition) individual personal attention.
Some people want to mix their own soft drinks, buy extra wide shoes, or
drive cars with extra bass in the speakers.
In short, they want to buy
products and services built more to their own specific taste.
With today's more demanding consumers, gone are the days of
the cookie cutter, one size fits all products and services.
The successful products and services of the future will come from companies who focus on catering to their customers individual
needs.
People often feel like a number or seen as a group. So, the business
who is able to show them individual attention will stand out.
One of your goals as an entrepreneur is to find ways to meet the
personal needs of your customers more.
Doing this will tend to make people feel special, especially if your
competitors are still in the mass market, one - size fits all mode of
doing business.
Finding little ways to customize areas of your product or service is a
quick, easy, and economical way to create a market niche.
If your competitors offer 1 color, you try offering an assortment of
colors.
If your competitors offer 2 or 3 sizes like small, medium, and large.
What if you offered extra large, extra wide, or slim, etc.
If your competitors offer 5 choices, you can offer 5 choices plus let
your customers choose or create their own custom version.
Many businesses that are household names today achieved that status by
allowing people to personalized their service.
Now you can build your own burger, design your own car, and even pick
your price for airline tickets or hotel rooms.
Can you think of ways to customize your product or service for your
customers? If you can you will impress a large number of your
customers.
Believe it or not, people are willing to happily pay for a product or
service that meets their personal needs. In fact, most people expect to pay more for it.
In years gone by, customized products and services was something people
were used to paying extra for.
But as we are propelled into the future, customized products and
services will be expected more and more.
Yes, before today’s savvy, hard boiled, and educated consumers
will part with their hard earned money - they’ll expect to get
customized products and services in the future.
Shame on the business or person who ignore individual needs of
customers. They’ll be forced to step aside and make room for the
business, product, or service that fill personal needs.
The bar is being raised daily. What business, product, and service can
best meet the personal needs of the people they serve.
If you’re a small business your instant advantage over your
bigger competitors is your ability to customize your product or service
more for each individual customer.
With the glut of products and services flooding the marketplace each
day, find ways to individualize your products and services.
Otherwise you run the risk of losing your customers to the businesses
who give more individual service.
Now start brainstorming ideas to apply the principle of customization to your business, product or service.
Next: Niche Principle 5
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