Does your company sell a complex product, one that takes some getting used to? Are some of your customers better at using all of its features than others? Do you know why? Sometimes it’s because they are smarter or just better at figuring things out. But there’s another reason we picked up on during a recent customer research project. Super-users often get really good at finding additional uses for your product because they have limited budgets or limited access to new options. When we asked one client why he was using our customer’s product in a greater-than-average number of situations, he replied, “It’s because of where we are. We have to learn to make do with what we have”.
In this new age of prudent spending, your customers are most certainly looking for ways to economize. They may not want to buy the newest version of what you’re selling. It’s also quite likely that they are more concerned about taking a risk, or of trying something new. So what’s the opportunity for you? Find out how they’re using your product. Help them feel like they’re getting more for their money. They’ll appreciate you more when they’re ready to buy again. And if you discover one of those super-users along the way, see what you can learn from them, as well. Are they using your product in a way you’ve never thought of before? Perhaps they hold the key to a whole new group of customers.
Today, when you’re talking to the people who buy what you sell, don’t forget to ask them how they’re using it. Even if they’re making it go farther or last longer, what you learn from them might just net you more, not less.
Megann & Steve