Premium Product, Premium Price
Who are your number one customers? I’m talking about your fans, those customers whom you love and those who love you. These are the customers you want to clone, and if you could, you’d have your cloning laboratory up and 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? Are they 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 in the same financial position as those who are paying for these services. I know there are exceptions to this rule.
If there is a moderate to big gap in the lifestyles of your front-line staff and your customers, how do you and/or your team develop a true understanding as to what is important to your number one fans? Getting a great bargain is rarely the customers’ number one concern. Getting around this thinking requires you to put yourself in their shoes.
If you offer 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, beliefs and lifestyles of your fans. Once you do this, be sure to communicate and educate this information to your team and, even better, make them a part of that discovery process.
The outcome is better customer service, higher profits and happier customers.