Who are your number one customers? I’m talking about the fans. Those customers you love and they love you. These are the customers you want to clone and if you could, you’d have your laboratory up in running in a nano second.
When you take a really good look at these fans, are they just like you? They may be, but it’s possible they are not. What about your front line staff who connect with these fans daily, are they generating a similar income as your fans? Driving the same type of vehicle, or living a similar lifestyle? Often this is not the case. For example, employees who work in jobs at high end restaurants, spas or house cleaning services are not likely to be same financial position as those who are paying for these services (I know there are exceptions to this rule).
If are big moderate to big gap, how do you and/or your team develop a true understanding as to what is important to your number one fans? Getting a great deal is rarely their number one concern. Getting around this thinking requires you to put yourself in their shoes.
If you have a premium product or service then your pricing needs to be premium. As soon as there is a disconnect between the caliber of the product compared to the price, there is customer confusion. Take the time to fully discover the values, believe and lifestyle of your fans. Once you do this, be sure to communicate and educate this information to your team and even better, make them apart of the discovery process.
The outcome is better customer service, higher profits and happier customers.