Strategic Assessment
HOW A BUSINESS PERFORMS IN A FAST-MOVING WORLD

Question #2: We know which are the five foremost “criteria or attributes” driving customer purchase decisions for the products/services that make up 80% of our sales.

Caveat. Most businesses mistakenly think that their product/service “features” differentiate them in their customers’ minds. However, these are usually similar to what your competitors are offering (or can be easily duplicated by your competitors).  That’s why customers rarely make purchase decisions based on features alone. Typically, there are other “attributes” or characteristics of doing business with you that differentiate the value of your products or services. These attributes are the actual drivers of purchase decisions. 

By discovering the key attributes that your customers actually value (for example, by applying Carlos Dias’ Value Attribute-Finder processes), you can create powerful Customer Value Propositions that excite your prospects and turn them into customers, time after time.  Meanwhile, your competitors who are still creating “unique selling propositions” based on features alone will continue to churn out lackluster products/services that can be easily commoditized. That is how they get caught in a discounting death-spiral.