Expert Opinion: Are Your Offerings Targeted

At Glover Strategic Marketing, I have helped companies like yours grow; I want to share how you can achieve growth even when a small customer base limits you. You can achieve growth without relying on new leads by expanding your offerings, informing your customers of your offerings, expanding your geography, becoming better at serving your customers, working in tandem industries, and being more targeted.

Expert Opinion: Are Your Offerings Targeted 

As I’ve put together this series on how to grow your business, my inbox has filled with some fantastic advice from experts on how to be more targeted with your offerings. I want to highlight two pieces of advice that go hand in hand with delivering a successful offering to your clients. 

The advice is two sides of the same coin: Make sure to offer your customers something they are interested in; however, don’t make so many different variations to your offerings that your customers don’t know what to buy. 

Seth Godin published a thought-provoking bit to make you ask, “are you happy with your offering because you like it, or because it serves your customers’ needs?” Read the whole piece here

‘”Well, it seems great to me”  

Of course it does, you made it…

Empathy is at the heart of design.

What do people in this group think looks great? What do they need?

Make that.”

When Steve Jobs made his return to Apple, Apple was unfocused in its offerings. At the time, Apple had hundreds of computer products, making it difficult for consumers to know what product to choose. A woman asked Jobs what computer she should buy; there were so many different choices he couldn’t quickly provide the woman a recommendation. Jobs decided Apple needed to simplify its offerings. After Jobs was done eliminating superfluous products, Apple was down to only ten offerings. 

“People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I’m actually as proud of the things we haven’t done as the things I have done. Innovation is saying no to 1,000 things.”

STEVE JOBS

You can disagree with Jobs’ approach, but the result is indisputable. Apple was near solvency, according to Jobs, when he returned. A year later, Apple had over $300M in profits. 

So what is the point of these two experts?

When it comes to providing offerings for our customers, we forget to ask what our customers want. But we can also fail to deliver what they need. 

Providing an offering that the customer wants (and making it easy to make a decision) is the gold standard. 

When you are ready to provide your customers with unparalleled value, I can help. Contact me today for a free one-hour consultation. Glover Strategic Marketing can help you understand your customers’ wants and needs and develop a strategy for your company’s specific needs. There is no obligation and no pressure, just a frank discussion of your company’s needs and goals. What are you waiting for?

Read the series on how to achieve growth without relying on new leads: expand your offerings, inform your customers of your offerings, expand your geography, become better at serving your customers by becoming the gold standard, expand to tandem industries, and expert opinion: be more targeted.