So often when we try to engage people with a new idea, or sell a new product or even launch a movement, we’re so wrapped up in making our idea awesome that we forget to consider the barriers that might get in the way for people.
Having recently done some work with Hairdressing businesses all around the country, we did some research and learned that the biggest barrier for a woman trialing a new salon is that they feel like they’re cheating on their current hairdresser.
Now, let’s be clear, women are just as likely to cheat as men, they just need a better excuse. So that’s what we got these hairdressers to look for.
What we did in our one day program with these businesses was to help them create a suite of new products and services, that were aligned with the identity of their business, but were not something women could get at their current hairdresser.
That way, it didn’t feel like cheating!
We created things like “The Besties Big Night” package. A package where a regular customer is encouraged to bring in three or four of her best friends for a champagne fueled shampoo and blow dry in preparation for a big night out. They all get to feel (and look) amazing, none of the women feel like they’re cheating on their current hairdresser (they don’t have this service after all) and they had a memorable experience of what being a regular at that salon might feel like.
Now obviously each salon still needs to work on generating amazing service and building a distinctive, unexpected and pass-on-able experience for their customers, however, without considering first what the barriers might be, this new suite of products and services wouldn’t have ever been conceived.
So, if you’re looking to drive innovation and trial within your business, here’s a few steps that might be worth considering:
- How anchored in their current behavior are your potential customers?
- What comes up as a barrier for potential customers when trialing or assessing a new offering?
- Do you really know what’s driving your customers (it’s not always what you think)?
- What unique experiences can you create to reduce potential customers’ barriers to purchase?
- How can you add value to your existing customers so they become evangelists on your behalf?
Innovation and marketing is obviously about creativity, but it’s also about human insight and being willing to look into what’s really driving human behavior. So how well do you know your customers?
DAN GREGORY & KIERAN FLANAGAN
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