Digging For Business Trends
Trends. You can't escape them, and you are certainly influenced by them. One way we look at trends affecting what we do here at Good is to look at the types of enquiries we're getting in and see how they change over time.
We review this every year to see how things are changing. Here are the top five, in no particular order, that we're getting from new and existing clients.
Our look and feel seems outdated compared to where our business is heading. How do we update it without confusing our current customers?
No matter how you feel about the way you face out to customers, what you've got has some value to them. The trick is to modernise but not throw the baby out with the bath water. We'll talk to you about what makes your business valuable to your customers and what your business goals are and look to realign and build on what's there. We'll make sure you're modernised to capitalise on new opportunities while keeping your current customers on board.
Our product range has grown and grown over time, but now it feels confusing. We're worried that we're losing opportunities because of that. How do we bring it under control?
57% of the buying journey is done online before you know about the opportunity. When your product range becomes too complicated, it can confuse customers and hurt sales. We focus on your main product line and organise everything around it to fix this. Use clear and descriptive names for your products. This makes it easier for customers to understand your offer and helps you make the most of every opportunity.
We're struggling to communicate our business consistently across different channels. Can you help?
When different parts of a business create their own messages, it can feel disjointed. This leads to added costs as different channels take different visual routes for every execution. Each time you launch a new product, you get a new look. Does your website look different from your sales presentations? That disconnect starts to become expensive to maintain and confusing for your customers. We review your guidelines and core values to ensure everyone is on the same page. This way, your business communicates clearly and consistently everywhere, helping you build a strong, unified image most efficiently and effectively.
Our sales prospects don't seem to understand the full potential and value of our offering. How can we change this?
Customers care about how your product benefits them, not just its features. We help you explain how your product or service can make or save money for your customers. By focusing on these benefits, your prospects will quickly see the full value of what you offer, leading to faster sales cycles and higher margins.
We’re struggling to define what we stand for as a business. How do we get to something that the business will buy into?
Defining your business’s core is crucial but challenging. It is a team sport, involving talking to a wide range of stakeholders. After this deep dive, we bring objectivity to help you uncover your true vision and values. This foundation guides every decision, making your business compelling for your team and enduring for the long term.
If I were to sum up these questions, I'd say that clients are looking to bring clarity to their brand and their offering. As we've all gone through difficult trading conditions, the need to focus on how clearly you articulate what you do and clearly define how that adds value to a customer has been paramount.
What's changed from this list? A couple of things. ESG-related enquiries have dropped right off the list. Also, questions about purpose have faded away dramatically, too. This means I no longer need to go into my thoughts around purpose anymore.
AI is nudging up; it's not on our list yet. It is more of a scratch that some clients have rather than a full-blown enquiry. It feels the same as when we used to get some initial thinking about blockchain ledgers and NFCs. We believe that AI will be more valuable than the promise of Web 3.0 technologies, and we're using AI now to deliver efficiencies for clients, but at the moment, it feels that clients are just nudging at it. So we see a rise in questions about AI, and we're sureit'll be in our top five trends next year.
At Good, we work every day to help businesses navigate these complex challenges with clear, actionable solutions. If you’re grappling with any of the issues mentioned or have other questions about how to sharpen your business strategy and communication, don’t hesitate to reach out. We're up for helping you clarify your vision, streamline your offerings, and ensure your message resonates across all channels. Contact us today to get started.