{"id":45362,"date":"2018-10-23T07:00:47","date_gmt":"2018-10-23T06:00:47","guid":{"rendered":"https:\/\/www.clickworker.com\/?p=45362"},"modified":"2022-07-25T17:55:23","modified_gmt":"2022-07-25T16:55:23","slug":"defining-customer-benefit","status":"publish","type":"post","link":"https:\/\/www.clickworker.com\/customer-blog\/defining-customer-benefit\/","title":{"rendered":"What is the Value for Your Customer? – Defining and Demonstrating Customer Benefit"},"content":{"rendered":"

\"Customer<\/p>\r\n

\r\nYou have developed a new product or added one to your assortment, but customers just are not clamoring for it? Even though you have diligently described all its functions and characteristics, it simply is not selling? We will show you how to find arguments to convince your customers. <\/p>\r\n\r\n\r\n\r\n\r\n

Have You Experienced This?<\/h2>\r\n\r\n

Imagine that you would like to buy a radio. You buoyantly enter a specialty store and ask a salesperson for help. He picks up a device and explains to you:\r\n\u201cWe have a really great radio here. Besides FM it features DAB+ and a 4-inch LCD Display. Wi-Fi and DLNA are also built-in, as well as Chromecast. A smart speaker function will soon be available via an update. It also offers a touchpad and app control. All that for this price! That\u2019s great, right?\u201d\r\nHe smiles at you. You smile back and leave without buying anything. The salesperson asks himself why. He listed all the device\u2019s advantages for you. And yet you understood almost nothing of what he said. You just wanted to listen to the radio while cooking. <\/p>\r\n\r\n

Problem: Technical Jargon and Too Much Information<\/strong><\/p>\r\n

The salesperson in our example provided the best arguments for a purchase from his point of view. He pointed out several neat features to you. In doing so he overloaded you with information and terms that non-specialists are not very familiar with. In the process he lost sight of your desire to just listen to the radio in your kitchen. <\/p>\r\n

Luckily such salespeople are fairly rare. Most of them enter into a real dialogue with the customer to find out what their needs are. But how does that look on the Internet? <\/p>\r\n\r\n

Shifting Attention to Customer Benefit<\/h2>\r\n

When customers search the Internet for services and products, they often hope to find the solution to a problem. But anyone who takes a look at the many offers on the net will quickly determine: sites frequently present information without end, however benefits and solutions for the customer are not discernable. \r\nThis starts with small details like information about shipping costs, inventory status or delivery times. And it continues with an abundance of product information in incomprehensible technical jargon, usually combined with empty phrases. <\/p>\r\n\r\n

How to Best Communicate Customer Benefit?<\/h2>\r\n

1. No Technical Terms<\/h3>\r\n

Refrain from using technical jargon. If specialized terms cannot be avoided, explain them in the same sentence. This way you can sidestep the first hurdle that is often placed in your customers\u2019 path.<\/p>\r\n\r\n

2. No Empty Words<\/h3>\r\n

Empty words are terms that fit in practically anywhere and make no concrete statement, for example \u201ccomfortable\u201d, \u201csecure\u201d, \u201cflexible\u201d or \u201cattractive\u201d. Therefore credit can be \u201cflexible\u201d or a pair of pants, or booking a hotel room. But what does that \u201cflexible\u201d really mean? Is a flexible pair of pants perhaps especially stretchy? Or maybe it can be worn for various occasions? Or is it suitable in rain and heat? What is flexible credit? And a flexible room booking? Avoid empty words and write about what is really behind them. <\/p>\r\n

Example:<\/strong><\/p>\r\n

Don\u2019t: Flexible credit \r\nBetter:\tNo payments for 6 months at no charge \r\nEarly pay-off with no additional fees \r\nAdjustable rates<\/p>\r\n

By casting off empty words you show your customer specific advantages. That is not quite the exact definition of customer benefit, but comes extremely close. <\/p>\r\n\r\n

3. Demonstrate Value to Customer<\/h3>\r\n

It must be made clear to the customer that his problem can be solved with your product or service. The customer benefit is always a personal advantage for the customer. So put yourself in his shoes and consider: How does this help me? Write down the answer and that is your customer benefit. A couple of examples for clarification: <\/p>\r\n\r\n

Example of Customer Benefit:<\/strong> <\/p>\r\n

    \r\n
  1. The article is indicated as being \u201cin stock\u201d in your e-commerce store. \r\nPersonal benefit to the customer: You can receive the article tomorrow. <\/li>\r\n
  2. A service provider offers \u201csupport via WhatsApp\u201d. \r\nPersonal benefit to the customer: You can contact us from anywhere. You can see if we have read your message. You save time, because you are never waiting on hold. <\/li>\r\n
  3. Goods can be paid for \u201con invoice\u201d. \r\nPersonal benefit to the customer: You can purchase without risk, because you do not pay until you receive the goods. <\/li>\r\n
  4. A service is available as a \u201cflexible subscription\u201d. \r\nPersonal benefit to the customer: You can cancel at any time. You only pay for the length of time you really need. <\/li>\r\n
  5. The shop allows a \u201c30 day right of return\u201d.\r\nPersonal benefit to the customer: You can take your time testing the product. If you are unsatisfied you will get your money back. <\/li>\r\n\t<\/ol>\r\n\r\n

    Summary<\/h2>\r\n
      \r\n
    • Features and functions are not very persuasive reasons to buy<\/li>\r\n
    • Do not use technical jargon (if required, then always explain) <\/li>\r\n
    • Avoid empty words, make concrete statements instead<\/li>\r\n
    • Customer benefit is always a question of customer perspective: what does this do for me? <\/li>\r\n\t<\/ul>\r\n\r\n

       <\/p>","protected":false},"excerpt":{"rendered":"

      You have developed a new product or added one to your assortment, but customers just are not clamoring for it? Even though you have diligently described all its functions and characteristics, it simply is not selling? We will show you how to find arguments to convince your customers.<\/p>\n","protected":false},"author":36,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[716,718,722],"tags":[],"yoast_head":"\nWhat is the Value for Your Customer? - Defining Customer Benefit<\/title>\n<meta name=\"description\" content=\"Have you added a new product to your range but not yet sold one? 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