People don’t buy the product, they buy what job it does for them.
When you are selling hearing devices, are you selling the product and the features? Or are you going beyond what it can do for their lives?
Many marketing message often focus on the products: The hearing aids, the hearing devices, or the assistive devices. But what it fails to do is understand the purpose these product do for the clients or customers.
Jobs to be Done Framework
The Jobs To Be Done framework was both coined by two people Clayton Christensen and Tony Ulwick. It is hard to identify who started it first but they both have similar point of view.
The main point of the Jobs to bed Done framework is that people don’t buy product to use but they buy product to hire for a job they need done.
The job in their life can be anything from meeting their identity as a healthy eater or giving them an experience of a life time.
It’s the product or services which performs a job.
Understanding the needs of your customers and clients.
We need to communicate with a clear understanding of the needs of the people we serve. Those needs can be emotional as well. The key thing to keep in mind is we are looking for the outcome or the end goal that our products serves.
In the purpose of hearing care, and particularly hearing aids. There are three core needs seeking to be met.
- Quality of life for physical, social, emotional and mental well‐being
- Improve the ability to listen to other people
- An overarching needs to take part in everyday situations
Our message needs to speak to the needs.
I would suggest that all marketing you seek to convert users to book an appointment should be focusing on taking these three core needs as a priority. Anything else should be considered secondary messages to help reinforce the primary messages.
You can still provide the details of the product to help people at a later buying stage but you should emphasis the message around the needs to gain greater attention for your marketing messages.