Now we’ve all heard your customers are always right. Well, sometimes, your customers are just plain old wrong. Sometimes, your customers just don’t know what they want. Don’t try to use this as an excuse to force your product, service, or event down your customers’ throats, but as an opportunity to give your customers what they really want.
Sometimes, your customer just doesn’t know what’s out there and what’s good for them. They don’t know what possibilities exist to add value to their business (oh, and this goes for B2B and B2C). They will always want an incremental improvement of what they currently have or purchase. They can’t think about innovation like you can. Take consumer media for example. If customers had their way, we’d all be listening to music on DVD’s and buying them in stores for $20. Movies on Laser Discs! Thanks to companies like Apple that have introduced products like the iPod, we now have music digitally on tiny little devices, and can listen to any song anytime we want.
So now, every year, our customers expect us to put out the same conference or trade show with just a couple more delegates or attendees, a couple more exhibitors, and a little bit more value. Or, products you have created to include a couple more features, maybe a little cheaper.
As the providers of products and services, it is our duty…our obligation, to provide our customers with the unexpected. They are paying us for something, and in this new world, choice is abundant. So we must earn their trust. By blowing them away, not only will you cultivate loyal customers, but the word of mouth and social media exposure you will receive will drive significant brand value and new business. My next post will dive deeper into ways you can look at innovating and uncovering hidden potential in your events.