Why design is the most powerful force to grow your business – PART 3

Welcome back!  Here we are with #3 in this series on my “List of 3 special design force″ — the 3 main design tools of what I would consider the best “forces” to grow a business.

This article will make a LOT more sense if you’ve already Article #1 and Article #2 in the series, so if you haven’t already, please do that.

Assuming you have, then great – let’s dig in.

Design Force #3:  Liberation from price competition

The priceless thing that design can give your business is that it makes your products free from price competition once and for all!

Can you imagine? It means that you will never ever have to compete again with prices, you will never have to care about competitors prices and people still want to buy from you and they will adore your product. You can impose the prices of your product that really meets its Value and you can make the profit that you really deserves.

Most of the companies simply cannot imagine their business without price competition. The reason behind is that they have never aproached this issue from a Design perspective.

The problem is that discounted prices don’t message anything but how much should you pay in reality for it. When a company gives a discount they take away the focus from the value of their product and move it right on its price.

In order to keep your prices high you need to be able to sell the Value of your product. You need to constantly point your prospects focus on the Value of your product not on the price.

When a company begins or participates in a price competition they strive to sell that product as cheap as possible increasingly lowering their profit. Doing all this instead of striving to sell it on its original or even higher price and giving higher value and quality: definitely higher than competitors. The goal is to constantly point your prospective customers’ attention on that you give them a better product than the competitors.

Even the tiniest discount has a harmful influence on the integrity of your prices because next time it can make quite difficult to achieve at that same customer not to focus on the price but to concentrate on the value.

So, why can great design make you free from price competition? Continue reading

Why design is the most powerful force to grow your business – PART 2

Welcome back to Part 2 of our quest to discover “why design is the most powerful force to grow a business”. If you haven’t already read the previous article, you should definitely go here and read Article #1 now. In that article, I explained the first benefit that design can give a business: how can achive great product design to predictably win the prospect’s buying decision in the big moment.

Today I want to continue this conversation and explore the next set of design tools that definitely will bootstrap your business!

Predictable and constant income is often the difference between owning a growing, thriving business or having one that is constant struggling to maintain.

Therefore in fact the most important sales that you make is not the first, but the second one – in other words when your prospects come back and buy again your product.

It is much harder and more expensive to win completely virgin prospects’ trust and convince them to buy your product, than selling to customers who has bought from you before and they not only already have trust in you but keen on buying your next product.

Imagen how much lower can be your marketing and sales costs and how more predictable your income if there is a magic that provides that your customers will buy from you for the second, third and fourth time.

Well, design is exactly that magic. It helps to win that magical second buying descision.

Design helps to evolve product and brand loyalty through user experience no matter how small your business or what kind of product is it about.

When your prospects buy from you for the second time, they don’t do it because of being persuaded by the first impression but because of having a convincingly positive experience during using the product.

There is a common misbelief between business owners that only big companies can evolve brand loyalty and build a fan base for a product and it needs a marketing campaign with huge budget.

The truth is that yes, a huge marketing campaign do helps to make the public aware of your product on a wide level, BUT does not guarantee that people will be willing to pay for it!

So how can design build product and brand loyalty? How can design achieve that people go crazy for Your Products whoever is your target market: young/old people, bankers, factory managers, suppliers etc. Continue reading