Qual é o nosso negócio? O que oferecemos aos clientes-alvo?

Depois de fazermos como o FBI, quando procura apanhar um serial-killer, ou seja, depois de traçar-mos o retrato robot dos clientes-alvo, temos de equacionar a proposta de valor. O que vamos oferecer?


Robert Bloom no livro "The Inside Advantage", acerca da oferta incomum que as empresas têm de desenhar para os seus clientes-alvo escreve:

"What business are you in?

Not surprisingly, many managers as well as owners of businesses, small and large, when asked to describe their business, tend to focus on the product or service they make or sell: "We make jet engines.""
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"Such responses are natural enough, but they are not the right answers to this profoundly important question. Here's why: they only describe the narrow transaction between your business and your customers and that most certainly is not "the business you're in." Thinking of a business merely as a commercial transaction is narrow, limiting, and ultimately self-defeating.

It does not allow you to consider and act on the all-important role of the customer's emotional connection to your business. That connection is critical to your survival and growth - critical to maintaining the loyalty of your customers and attracting new ones."
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"Clearly, there is a deep and profound difference between "selling perfume" and "helping women look and feel beautiful."
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"To grow your business, you need to fully understand what you are offering customers in terms of the broad experience that you deliver to them - not the narrow transaction between you and the customer."
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"your offering becomes your WHAT, representing both the tangible benefit of your product or service and the emotional experience you will deliver to your customer. Your firm's offering must be formulated as an overarching positive customer experience..."
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"Everything the company does, says, and offers is built around its valuable uncommon offering, providing the emotional connection that customers want and expect."
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"Everywhere you look, the offering is reinforced..."
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"Many companies believe that they can patch up the flaws in their offering with dynamic marketing. They are wrong. Colorful ad campaigns and clever slogans are no substitute for the real thing. To have enduring success, you must have an honest and meaningful uncommon offering..."