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Some
refer to this as the "grand-daddy" of all great marketing ideas
and it certainly is one that, when you understand it and implement what it
means, will reap you significant rewards.
So,
let's take a look at it.
To
help you understand and work with the idea, consider dealing with a
contractor. Well no, don't consider dealing with a contractor, consider
dealing with contractors in general.
Think
about it and then ask yourself, "What is one of the most frustrating
things about dealing with them?"
There
are usually two answers that come out in rapid succession. First, THEY'RE
UNRELIABLE. And second, THEY DON'T CLEAN UP AFTER THEMSELVES.
Now
imagine that you are a contractor. Imagine you knew about those key
frustrations and that you wanted to build the most extraordinary
contractors' business in the world.
Wouldn't
you now make sure that when customers dealt with you, they would NEVER
experience those key frustrations.
Follow
the logic. People get upset dealing with contractors because they are
unreliable. Therefore, if someone is out there who makes it his business
to be reliable, even to guarantee it, then that contractor is going to get
a lot more business.
Not
only that, that contractor is going to get work at a higher rate than his
competitors. All of this simply because that contractor has locked onto a
key frustration and made sure that his customers don't experience it when
they deal with him.
So
as you can see, exploring key frustrations creates a wonderful opportunity
for your business. The question is, how do you find out what they are?
Surprise,
surprise — you ask your customers!
You
can do that in what we call a Client (or Customer) Advisory Board.
Seeking
key frustrations is a major key to developing a great business.
We
can help you discover (and address) your customer's key frustrations. |
