Taking the Short Cut. By Tina Zawila.

In today’s busy world, most of us are on the look out for ways to do things faster, travel quicker, and to make life easier.  You could say we are always looking for short cuts! 

As an example, think about community parks and gardens with beautifully paved paths.  However usually you will also find there is a dirt track where one person took a short cut and then everyone followed until it became a path itself.   The dirt track is what people want, they want the short cut, the path of least resistance. They want the easier option.

So if we think about this in a business sense, when we are developing new products and services for our customers, it’s obvious that we need to think about what people want and how they will use your product or service easily and conveniently.

There are a few ways we can determine what people want:

• We can look at how our customers are using our existing products or services – have they developed their own dirt track?  Are they combining or packaging your products or services in a way that is more convenient or cost effective to them?  If so, can you capitalize on this and modify your offering to suit your customers whilst retaining your margins? 

• If you have an idea for a new product or service, “launch to learn”.  Get the product or idea out there and ask for feedback or watch how your customers interact and use this prototype, and then modify and refine it to suit them.  Let the customer build the dirt track and then pave it.
  

• Finally, listen to your customers and be responsive.  Don’t resist their modifications, embrace them!  Sometimes we try to cover up, or put grass over the dirt track, when in fact we need to pave it.  If your customers want a variation of your product or service, don’t try to continue to sell your version, modify your offering to meet the market.

The world is changing rapidly and our customers’ needs are changing rapidly too.  People will always look for the easiest route to save time and money.

The professional team at Sothertons is always here to listen to your ideas and help you grow your business.  Call us today on 4972 1300.