Build a product and they will come!

That is the saying of the most techy entrepreneurs.

One of my friends asked his tech team if we build a shuttle to the moon will that be a great product? All of them said yes.

My friend’s next question was what if we can’t sell shuttle tickets to the customers?

They all gave blank looks. This is the standard thinking of tech people (that includes me).

We have to make or sell a product that people want to buy.

So how do we assess what people want to buy?

That depends on customers’ awareness level. If I don’t know what I want, how can you sell me anything?

There are five stages of customer awareness.

Stage 1: Unaware

Your customer is unaware that they have a problem. So before you sell your product, you must make them aware of their problems.

You can only appeal to the identity of the customer.

You can not sell me a car if I have never seen one. I have always walked or took a horse everywhere

You have to tell me that I can stop walking or riding a horse and save time if I get a car.

Stage 2: Problem aware

Your customers know they have a problem, but don’t know of any solutions.

You have to show your customers that you understand their problems and claim that you have a solution.

You can tell me you understand I am exhausted from walking or riding a horse.

You can claim that you will save me the labor of walking if I try your product.

Stage 3: Solution Aware

Your customers know of solutions that will solve their problems but don’t yet know your product can also provide a solution.

For these customers, you have to show that you understand the solution they’re aware of and go on to prove your product achieves it or is even better.

If I know about cars, you have to tell me your car performs better than the car brands I know of and is more comfortable.

Stage 4: Product Aware

Customers in this stage know your product but aren’t fully convinced they want it yet.

For these customers, you need to reiterate your promises and claims and prove why your product is the best choice for the reader.

Remember your product doesn’t need to be the best in the whole segment or market. It just needs to be right for the customer at that price and availability point.

So if I am a price-savvy customer, you can sell me a Toyota Corolla if that is your product.

Stage 5: Most Aware

These customers know your product, know exactly what it does, and know they want it.

Your job is to overcome the final objection and show them an offer they will find hard to refuse.

Remember the SIN framework. The offer needs to be superior, irresistible, and a no-brainer.

Conclusion:

A great number of offers and products get wasted as they are not optimized to the customer awareness level.

The highest amount of time needs to be invested in understanding the customer awareness level. And then we need to take the customer to the next level of awareness.

We must map out a customer journey where we will take them to the higher levels gradually and sell them higher-value products.