"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.
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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.
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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]
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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.
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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]
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If you are a mass marketer, this is really difficult, because you are stuck saying the same thing to thousands of customers.
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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"
