Don’t Forget to Smell the Soap
Understanding What Your Customers Really Want
If you've been flying for work, you've likely encountered those lengthy messages before takeoff and landing that remind you of safety procedures, weather conditions, and more. You might be surprised to learn that the mandatory information required by the US Federal Aviation Administration is quite limited, addressing only seat belts, oxygen masks, safety exit operations, and water evacuation procedures (more here). The rest has been added purposely, meaning the message could be much shorter.
For frequent flyers, these messages can be annoying (when excessively long) since they prevent you from doing much else at the same time. Personally, I wish they were shorter or more entertaining, like those on Southwest Airlines.
So why subject passengers to such long messages? One reason is that someone in the airline company believes that safety is a major concern for passengers already buckled up in the plane. However, if safety is truly a concern, as highlighted by the unfortunate events involving the Boeing 737, people are doing their due diligence before buying the ticket, not when they're already on the plane. On the plane, the focus should be on quality of service, and sometimes, quality of service could simply mean "silence."
It's critical to understand what your customers are looking for, when and how you can deliver it. At the same time, Rory Sutherland in his book Alchemy reminds us to "scent the soap," arguing that the scent isn’t to make the soap more effective, but to make it more attractive to consumers.
This is where it becomes essential for salespeople to provide feedback to their marketing teams about the reality of customers' needs at the different stages of their experience. It's not just about selling on features, but on benefits and, even better, added value. Salespeople need to step up and go beyond merely parroting the company's message. They should take the initiative to better align with their customers' requirements. This means actively listening to feedback, understanding the unique challenges their customers face, and tailoring their approach to meet those specific needs. By being proactive and customer-focused, salespeople can build stronger, more meaningful relationships that drive long-term success.
In conclusion, understanding and meeting your customers' true needs is paramount. Whether it’s a simple (and short) yet engaging safety message on a flight or the subtle scent of soap, the focus should always be on creating value and enhancing the customer experience. Salespeople play a crucial role in bridging the gap between product features and customer benefits, ensuring that the marketing strategy aligns with the real-world demands of the market. By paying attention to the finer details and consistently adding value, businesses can build stronger relationships with their customers and achieve long-term success.