The phrase “give them what they WANT and provide them with what they NEED” is a powerful business approach, especially when attracting new customers and delivering exceptional service.
It speaks to the idea of meeting customers’ desires while subtly, or not so subtly, integrating the essentials they may not even realise they require.
This approach builds trust, satisfaction, and loyalty, ultimately leading to sustainable growth and a positive brand reputation.
Attracting New Customers – Start with What They WANT
- Appeal to Desires and Aspirations: New customers are drawn to products or services that resonate with their personal desires. The “want” might be tied to convenience, status, style, or even the experience of using the service. By marketing these elements, a business can capture attention and stand out in a crowded marketplace. Think about how luxury car brands attract customers not just by showcasing the vehicle’s mechanics but by highlighting lifestyle imagery, comfort, and prestige.
- Tailored Messaging: Focusing on what customers want also allows for more precise and compelling messaging. It’s about talking about their ambitions, emotions, and lifestyle choices rather than just the functional aspects. A service-oriented business might showcase testimonials, experiences, or success stories to connect with potential customers on a more personal, emotional level.
- Customer-Centric Offers: Offer new customers something they find hard to resist—discounts, unique features, or a superior onboarding experience. Such offers are often framed around what customers want and when executed well, can create an immediate emotional connection and entice them to try the service.
Delivering Value – Meeting What They NEED
- Building Trust through Essentials: Once customers are engaged, delivering on the essentials—what they truly need—is where the real value emerges. Needs are typically tied to the service’s core function, reliability, quality, and effectiveness. This is where the foundation of a lasting customer relationship is built. For example, a software company might initially attract customers with advanced, flashy features but will retain them through strong security, consistent performance, and excellent customer support.
- Educating the Customer: Often, customers don’t fully understand their needs until they experience the product or service. Subtly educating them along the way helps bridge the gap between their initial desires and deeper needs. A financial planning firm, for example, may attract clients with the appeal of wealth growth. Still, through the service, it will address their need for risk management, financial security, and customised strategies, often surprising them with valuable, insightful guidance.
- Exceeding Expectations: Providing what they want and need allows businesses to exceed expectations. When customers feel they’re getting what they asked for and solutions they didn’t even realise they required, satisfaction and trust increase. This is the hallmark of exceptional service that turns one-time customers into loyal advocates.
How This Approach Drives Success
- Sustained Customer Retention: By offering what customers want upfront, companies make it easy for customers to say “yes” to the service. By then delivering what they need, they lay the groundwork for satisfaction and retention. Satisfied customers are more likely to stay, buy more, and refer others, which is essential for growth.
- Differentiation in the Market: Not every business manages to satisfy both wants and needs effectively. Doing so sets a company apart, showing customers they can rely on it not only for immediate gratification but for their long-term success or satisfaction as well. This becomes a strong differentiator and competitive advantage.
- Building Brand Loyalty: A customer who feels genuinely cared for, whose wants and needs are equally valued, is more likely to become a loyal customer. These customers are also more likely to spread positive word-of-mouth, contributing to a strong reputation and bringing in new customers through organic growth.
Final Thought
By initially fulfilling what customers WANT and then delivering what they NEED, a business crafts a journey that resonates deeply with its customers’ immediate desires and long-term satisfaction.
It’s a dual approach that attracts and nurtures relationships, the backbone of enduring success.
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