Any business that has ever existed is there to try and solve a problem. It has identified something for which people need a solution and attempted to offer an efficient answer to this problem. Whether you are in the financial industry or the retail industry the essential premise is the same. You have seen a problem and are offering a solution. What is interesting about this is the problems that you may have solved more often than not will either stimulate other expectations in your customers or not directly address the true issue that is troubling them. This is where thinking a little deeper can come in.
So imagine you are a hotel and resort owner which provides luxurious rooms, an exclusive spa, fine dining and all the other modern amenities of a high paying client base. Although you are successful, you are always looking for places to expand and evolve as any good business does. So given you have all these services on offer where exactly can you add value to your customer base? This is where thinking a little deeper may add real benefits.
People who take time out with their families or partners in resorts may have other deep issues they are looking for answers to, such as:
- How can I create a closer relationship with my children?
- What can I do to reconnect with my partner?
- I wish I could alleviate these anxieties about my career.
These are deep lying psychological wishes that people often seek answers to none more so than within a holiday setting. If you could look to address these issues with a solution that you can offer your client base you can really add value to their experience whilst they are with you.
Another good example may be with banks. They typically offer services we expect such as bank accounts, loans and mortgages. However, if we were to think a little deeper what value could the bank add? Well customers are often anxious about money in general. How do I manage my money? What is a good amount to spend on certain things? What are valuable money lessons to pass on to my children?
These deeper questions that customers have around money could be addressed by new products from banks. They could look to provide solutions that will address these deeper issues in their client base. There are hidden opportunities in people’s biggest needs and anxieties about cash that banks could tap into.
A variety of new opportunities present themselves to any business whenever they realise they don’t just need to address local issues but can provide solutions to some of the bigger themes of existence.
Why don’t you take some time to think about your clients deeper desires? What is it that they are truly looking for from you as a business? Is it connection, self worth, help with their anxieties? Give it some thought and see what you can find. It may just lead you down a path that you had never considered before.