We all have needs to fulfil, but some are more important than others. The greater the need, the more likely we are to search for a solution and what it is worth to us
The balance between cost and benefit is the crux of the buying decision making process. If we believe a product will deliver benefits that outweigh the costs, we are more likely to buy
The perfect value proposition
Perception is key
Consumer decision making is based on an exchange of values, where a customer gets something they want in exchange for something that you want. In most cases this is a product or service that the customer values in return for money, but in all cases, the perception of the value of the product or service is based on how much the customer feels they will benefit from the exchange.
Be Customer focused
It is essential therefore for you to understand and communicate how the customer will benefit from the transaction, your value proposition. This is not what you do, it is the outcomes in relation to the goals, benefits and solutions that the customer is seeking.
If your saves the customer money, you need to communicate how much money the customer is likely to save, not what you do to save them money. To communicate your value proposition may require you to offer examples that set an expectation in the mind of the consumer along with social proof.