Wondering how to attract Tesla-driving, Peloton-riding, Starbucks-drinking, Apple-using, and Lululemon-wearing customers?
Two words: emotional connection.
These customers care less about price and more about having a compelling experience that makes them feel better about themselves. This creates an emotional connection to the brand.
What Customers Really Look For
Those brands are not trying to be all things for all people. They are unique, almost exclusive, yet have a cult-like customer base.
Their customers are looking for a superior product and service. Therefore, do not compete on price but on delivering a world-class customer experience.
Why You Shouldn’t Compete on Price
It’s a major mistake to allow cheap imitators to appear as your competition by reducing your prices. Many times when a customer complains about the price it isn’t because they were not willing to pay for it; it is because the experience didn’t warrant it.
Price is something you offer when you have nothing else. In fact, 85% of US consumers say they would pay significantly more to ensure a superior experience. Price becomes irrelevant when your customers are happy with you.
Discounting your prices is just a race to the bottom. When the best is similar in price to the rest of the pack, customers get suspicious and the perception of superiority and excellence disappears. You are giving your competitors credibility and decreasing your status as the leader of expertise and experience in your industry.
If you feel your products and services are superior, your fees should reflect that. Everyone expects to pay more when they’re dealing with the best.
Delivering an Experience Epiphany
Many times, the cheaper a customer goes, the more it ends up costing them. By creating an experience epiphany, it fills a gap customers didn’t even know was there. What was once considered impossible is now the standard experience everyone else is trying to duplicate.
Experience epiphany rarely occurs in familiar surroundings. Steve Jobs said it best: the key to thinking differently is to perceive things differently through the lens of a trailblazer. To see things through those lenses, you must force your brain to make connections you otherwise would have missed.
By delivering an experience epiphany, you’re creating a vision of what the customer wants in the future and won’t be able to live without.
For more information and resources on how to attract Tesla-driving, Peloton-riding, Starbucks-drinking, Apple-using, and Lululemon-wearing customers, check out The Customer Service Revolution podcast. If you’d like to listen, head over to Episode 060: How to Attract a Bunch of Tesla-Driving, Peloton-Riding, Starbucks-Drinking, Apple-Using, Lululemon-Wearing Customers.