"There are many ways to drive profit. One way is to be the low-cost provider, or be the most efficient company in your marketplace. However, the most lucrative way to drive profits is through customer preference.
When your customers prefer you to the competition, [Moi ici: Esta preferência é aquilo a que chamo monopólio informal. Um monopólio criado pelo cliente.] their willingness to pay you a premium, relative to the competition, increases. The more customers prefer you, the more profit you can make.
preference are not about products or services, but about the impact those products or services have on them. [Moi ici: Outra vez, não são os atributos mas o que a oferta ajuda o cliente a atingir, a progredir, a evoluir, a experienciar] A customer won’t prefer you just because you are the fastest, newest, or highest performing, but because of what those features do for them.[Moi ici: the customers]
Every customer has the permission to create their own personal reasons for why a product or service benefits them. For every 1000 customers who believe they benefit from a feature of your product or service, there are 1000 descriptions of what that benefit is.
This means that creating strong customer preference is not just about effective marketing and sales messaging that describes your offerings, but is about framing your offerings in a way that is personally relevant to each customer.[Moi ici: E entramos assim na beleza de Mongo]
If you are a mass marketer, this is really difficult, because you are stuck saying the same thing to thousands of customers.
Not only do I encourage you to recognize customer preference as the key driver of your profits, I encourage you to focus your sales and marketing efforts on personalizing your messages. Describe the impact of your offerings in ways that are personally relevant to each of your customers."[Moi ici: Fácil para quem cultiva a proximidade, a interacção e fomenta a co-criação]
Trechos retirados de "Preference and Profitability"