When your product or service really matches what your customers want they will fight inertia.
I was reminded of this just last night. A BBC natural history programme called “Springwatch” features video of baby chicks in the nest. Now my cat normally lies on the floor or sofa and barely glances at the television screen when it is on…she is 16 and spends quite a lot of time just lying around.
But once the sound of baby chicks could be heard, and we could see them on the nest being fed by parents she leapt off the floor and sat a centimetre from the screen. This happened every time whether the programme was showing barn owls, sandpipers, peregrine falcons or any of the other birds. She hasn’t killed a bird for many years and is quite happy having the food bowl filled by me, but the sight and sound of the baby chicks motivated her to take action.
Your customers are just the same! They may look as though they are not interested and don’t want to part with their money, but if you can solve a problem for them they sit up, take notice, and will take action.
The skill in communicating this problem is not just in finding a real problem to solve, but reminding your customers that they have this problem which has negative implications, and that your solution is right for them now.
Take a tip from my cat’s behaviour. Make it all as real as possible on a screen or face to face and they will respond.
My cat behaves like a customer
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