Structure, process, logistics … it doesn’t matter what you label it, what matters is that it’s more important to focus on than the work that leaves the port because that work is a direct result of all that leads up to it.
Have you heard of absolute value? What about perceived value? Absolute value might be what you need to sell something at to offset the costs of making that something. The perceived value is a cost reflection of the experience a customer receives.
For example, a group of beer geeks have complained about the pricing at a bar nearby. It’s not that the pricing is off; it’s that they don’t have a perceived value above the absolute value. The bar isn’t creating a remarkable enough experience.
And that experience can come from a greater display of the finished product, sure, but more often than not it’s about the structure, process and logistics of getting that product to them (and them getting to the product) that makes the difference.
What story do you have to tell about the making of the product? How about how the staff is trained? Can you showcase the folks who actually make that product get from point B to C? What about the technology you’re using for quality assurance? Can that have an influence on the perceived value of the customer?
People don’t wake up giving a damn about the “what” of your brand, but people do wake up giving a damn about “how” and “why.”
Stay Positive & Time To Start Showing Them That Value
Photo credit
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