What the customer wants: how the benefits wheel works
Posted: Tue Jan 28, 2025 7:04 am
And customers buy Lanos, Golf, Renault, Chevrolet. That is, we are not talking about the cars that they were looking for and looking at on the website.
Based on these graphs, a logical question arises: “What do customers want?” nigeria rcs data After communicating with customers and customers, we began to look for common ground. As a result, we used a fairly well-known tool from the field of sales – the benefits wheel.
wheel of benefits
Typically, salespeople use it in their work with a client after they have led a lead to a sale. But this approach also worked in marketing. We collected some analytics (on channels, general data). Then we held a strategy session and applied this tool step by step in our work.
How did it work? There are some opposites in the product of each company, and the user is necessarily drawn to something. It can be a status that one wants to correspond to, image or conformity, fashion. So, the buyer makes a choice in favor of status (for example, fans of the Mercedes brand). Further along the wheel there are sectors of "expensive - cheap", "novelty - safety". If such a buyer needs "novelty" - these are electric cars. "Safety" - a good old diesel car.
We have identified that customers of companies that sell used cars want a car that is cheap, but at the same time – a status car. They also stand for comfort and, of course, for safety. Based on this data, the company launched the “status/cheap” offer .
Based on these graphs, a logical question arises: “What do customers want?” nigeria rcs data After communicating with customers and customers, we began to look for common ground. As a result, we used a fairly well-known tool from the field of sales – the benefits wheel.
wheel of benefits
Typically, salespeople use it in their work with a client after they have led a lead to a sale. But this approach also worked in marketing. We collected some analytics (on channels, general data). Then we held a strategy session and applied this tool step by step in our work.
How did it work? There are some opposites in the product of each company, and the user is necessarily drawn to something. It can be a status that one wants to correspond to, image or conformity, fashion. So, the buyer makes a choice in favor of status (for example, fans of the Mercedes brand). Further along the wheel there are sectors of "expensive - cheap", "novelty - safety". If such a buyer needs "novelty" - these are electric cars. "Safety" - a good old diesel car.
We have identified that customers of companies that sell used cars want a car that is cheap, but at the same time – a status car. They also stand for comfort and, of course, for safety. Based on this data, the company launched the “status/cheap” offer .