Study the Iceberg:
A customer making a purchase is the visible tip of the iceberg. You need to know what drives what is beneath the water.
How does the solution add value?
- Save them money
- Help them do things quicker
- Make things simpler
- It is cheaper: competing on price turns your product into a commodity which leaves you open to price competition which is not a sustainable and profitable way to run a business.
- Why do they pick your product over the competition?
- Why would they pay a premium price for your solution?
- Are they attracted to the service built around your product?