Identifying Your Customer

Identifying Your Customer

Coach Davender Gupta Startup-Académie www.startupacademie.com June 11, 2014

© 2014 Davender Gupta - www.startupacademie.com All rights reserved 2

Business is a system

A business is a system which :

•  creates value,

•  delivers value, and

•  harvests value,

enabling all of the stakeholders to achieve what is most important to them in the moment.

© 2014 Davender Gupta - www.startupacademie.com – Tous droits réservés 3

What is a transaction?

… creating a bond of TRUST between

myself and my client to enable

an exchange of value towards a win-win result

© 2013 Davender Gupta - www.startupacademie.com Tous droits réservés 4


MY Ideas Passions Needs Dreams Interests Desires

RESOURCES

NO MEANS

THE PROFIT ZONE

THEIR Ideas Passions Needs Dreams Interests Desires

NO DEMAND

NO PASSION

Trust


Degree to which I perceive your values, beliefs, priorities and actions either threaten or enhance mine.

True or false?

l Everyone can benefit from my offer l Everyone wants my offer l Everyone is looking for my offer l Everyone is ready to buy my offer l Everyone will buy my offer because

it is so much better/faster/cheaper/sexier than the competition


The truth…

Interest

Population

Indifferent Hostile Interested

The truth is that most people are

indifferent or even hostile to

your offer.


Strategy # 1 – Find out what they want

Discover their qualities

instead of their demographics


Qualities


What do they want?

What is important to them?

What do they want to be?

Why do they want it?

Physiological (air, food, water)

Self-realization

Esteem from others

Health and security

Belonging

Self-esteem

Maslow’s Hierarchy of Needs ©2006 Davender Gupta


Consumers want to move up


•  Essential needs

•  Ease, simplicity, speed

•  Ego, status

•  Entertainment, amusement

•  Peace of mind

The more they can move up, the more value your offer has, and the more they will invest.

Businesses focus on the base


-  Reducing costs

-  Reducing loss

-  Improving margins

-  Improving productivity

The more the impact of your offer improves the survival of the business, the more they are willing to invest.

Strategy #2 – Find out their motivation

"Right Fit, Right Place, Right Time”

Look for the decision trigger

when your customer is asking the question for which your offer is

the answer.


The Decision Trigger

The Decision Trigger is the immediate situation in which

the person is motivated to make a decision.


What is the customer trying to do?


What functional jobs is your customer trying get done? (e.g. perform or complete a specific task, solve a specific problem, ...)

What social jobs is your customer trying to get done? (e.g. trying to look good, gain power or status, ...)

What emotional jobs is your customer trying get done? (e.g. esthetics, feel good, security, ...)

What basic needs is your customer trying to satisfy? (e.g. communication, sex, ...)


PAINS and

GAINS

Feel Their Pain

© 2012 Davender Gupta - www.startup-academie.com Tous droits réservés 18

•  What does your customer find too costly? •  What makes your customer feel bad? •  How are current solutions underperforming for your

customer? •  What are the main difficulties and challenges your

customer encounters? •  What negative social consequences does your customer

encounter or fear? What risks does your customer fear? •  What’s keeping your customer awake at night? •  What common mistakes does your customer make? •  What barriers are keeping your customer from adopting

solutions?

Understand Their Gain


•  Which savings would make your customer happy? •  What outcomes does your customer expect and

what would go beyond his/her expectations? •  How do current solutions delight your customer? •  What would make your customer’s job or life

easier? •  What positive social consequences does your

customer desire? •  What are customers looking for? •  What do customers dream about? •  How does your customer measure success and

failure? •  What would increase the likelihood of adopting a

solution?

A Day In The Life


How do these jobs fit into their day?

Where are the frictions?

What are the rewards?

Where are the triggers?

The Three Questions

•  What is most important to them RIGHT NOW?

•  What is their vision of success?

•  What is their motivation to commit to a solution?

© 2012 Davender Gupta - www.startup-academie.com – Tous droits réservés 21

Conclusion

There are people who recognize the value of

what you offer, who are ready to commit, and they are ready, willing

and waiting to meet you.


Let’s stay in touch

www.startupacademie.com www.coachdavender.com

(Québec) 418 948-1553 (Montréal) 514 448-1894 [email protected]


Coach Davender Gupta, MSc

Venture Catalyst Accélérateur d’entrepreneuriat

Startup-Académie

Date post:	01-Nov-2014
Category:	Sales
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Identifying Your Customer

Sales