"Exploring beyond your own limits”
WHY POTENTIAL CUSTOMERS NEED TO FEEL PAIN BEFORE THEY PURCHASE
The Consumer Pain Points
Potential customers often need to feel pain before they decide to purchase or 'must have' that product or service. Why is this the case?
Let us take a moment to consider the above ‘Desire and Pain’ graph and to review it from a customer acquisition perspective.
The graph illustrates clearly that the greater the combined values of desire and pain, the greater the upward pressure becomes on the offer price or sales volume.
To illustrate this point imagine that a designer handbag is in the top left section of the graph (high desire and low pain). It is very desirable with minimum pain and can choose to achieve either a high volume of sales or a high sales price.
In the opposite top right-hand corner of the graph, imagine that we have insurance. It is not so desirable but resolves a major potential future pain point or the projected fear of something happening.
A product or service places in the middle of the graph would be a combination of both areas, we often like it and it takes away some pain points. This could easily be a sun holiday, or weekend getaway depending on your personal viewpoint.
These two areas are often complementary factors (complimentary and not competitive) that drive that all important final decision to buy (Desire and Pain). Desire is founded in what the customer believes the product or service will give them, generally understood as a positive proposition or state of mind.
The Pain of Loss
The Pain is not physical, in this context but refers to the Pain of Loss (POL). It is the pain we feel when we go without a product or service. For example, that negative feeling or sense of fear we get with most insurance products. What if something goes wrong and we are not fully insured?
As the pain or desire intensifies, we move from ‘like to have ’ to ‘want to have’ to ‘need to have’ and finally to ‘must have’. The elements of pain and desire can certainly change our behaviour from shopping in a frenzied manner or to shopping in a herd like a mentality! Remember the last time you ‘must have’ those shoes or that concert ticket? If the desire index is high then sometimes so is the pain score (POL) of not going to that gig, or getting those shoes. This is often why desire and pain are complimentary indices.
This is especially true of habit forming purchases. In his best-selling book ‘Hooked’ by Nir Eyal, he comments: ‘Habit-forming products often start as nice-to haves (vitamins) but once the habit is formed, they become must-haves (pain-killers)’. What would you feel most if someone took away your Spotify, Audible or Netflix account? A POL right? This is because you have got the habit and your ‘like’ has moved to a ‘must have’. The nirvana of the consumer SAAS model.
Every company should want to influence their offering to move to the right (from a like to a must). In order to achieve this, I believe there are a number of critical influencing factors to be taken into further consideration.
The first factor is timing. The new Christmas tree lights are a ‘must have’ on or before December 24th, but they don’t even register on the 26th.
The second area is around availability. The ease of purchase is important, the harder it is to buy, the more that this dramatically increases the pain or POL I need to be personally feeling to pursue the purchase. Making it 'hard to buy' is such a self inflected wound.
Lastly consider the importance of frequency. Do I already use it? Has a habit been already been formed?
In fact, add in all the typical customer influence indices and you will alter your products pin position on the graph based on: Frequency, loyalty, duration, timing, familiarly, availability. (e.g. the $5 chocolate bar in the hotel minibar – is probably only highly desirable only because of timing and availability).
To increase sales we have to increase either the desire or pain our customer feel. My vote is to sometimes turn up the pain. It is often the easier dial to move – to message about the pain of loss.
Now, there is nothing scary here! What I am simply suggesting is that to move your product positioning to the right-hand side of the graph and higher up, you need to challenge every sales and marketing campaign concept, both online and offline. Ask yourself what percentage (if any!) of activity is actually telling the story of what happens ‘if you don’t buy’, is emphasizing the POL?
A Global Members Club
At Sanctifly we are delighted that we are expanding rapidly. Our customers love the idea of a global members club that grants access to airport hotels' gym, pool and spa facilities without having to book a room.
We are passionate about changing the way business travellers use their airport downtime. Instead of hanging around the airport waiting or between flights we encourage people to do a workout, or treat your body to a swim, stretch. Sounds really good right?
Changing habits, even ones we know are bad for us is an often a hard marketing challenge. Do we use our social media messaging to focus on the desire to feel good, in our case ‘a healthy alternative for your airport downtime’ or the pain approach to messaging ‘how bad commercial flying is for your overall health.’?
Whilst we are focused on providing an excellent service and we are delighted with our growth, we do find ourselves often discussing the finer points of generating or creating the pain of loss with potential new customer campaigns.
One thing I do know, is that we should be asking ourselves with each marketing initiative; “how does this influence our potential customer's POL?”
If you have views on the elements raised in this article we would love to hear from you. Please feel free to comment below or get in touch with us here directly here at Sanctifly. email@example.com
BY KARL LLEWELLYN, CEO SANCTIFLY
Traveling can be painful business. The body craves movement. Sitting in a cramped seat for hours will challenge the fittest, most flexible person. Combined with using a laptop or handheld device, or trying to sleep, your body will be crying out for some exercise once you hit your destination.
There is no perfect posture. Sitting upright is not enough. Our spines demand movement to maintain circulation, peak disc nutrition and muscle flexibility. A dynamic, changing posture is most beneficial.
Here’s how to achieve it:
While queuing to get onto the plane:
• Tuck your tailbone under to lengthen your lower back and feel your tummy and buttocks activate
• Raise your heels to stand on your toes and relax back to the floor
• Stand on one leg x 30 seconds. Repeat on the other side
• Wiggle your toes, in your shoes, to improve circulation and activate calf muscles
While on the plane:
• Press the back of your head into the seat, and feel the length through the back of the neck
• Roll your shoulders backwards
• Clench and relax your buttock muscles regularly
• Circle your feet and ankles, and pump your feet up and down
• Lift your phone or magazine, don’t drop your head to read
While waiting for your bags:
• Place your two hands behind your head and open your elbows
• Place your hands on your hips and bend backwards
• Tuck your tailbone under to lengthen your lower back and feel your tummy and buttocks activate
• Raise your toes to stand on your heels
• Get close to the luggage carousel and lift your bags, while exhaling, when they are in front of you
Get used to doing these movements, regardless of the length of your flight. Keep your body moving while you travel and stay fit while you fly!
Jenny is a Chartered Physiotherapist, and owner of Total Physio in Sandyford. She is Physiotherapist to the Irish Women's National Football team, a certified Pilates Instructor and features regularly in the media.
For many people, the biggest obstacle to exercise is time; finding the time needed in our busy schedules. If it’s a low priority, like all your other low priorities it’s pushed back to the end of the queue. So exercise needs to be a high priority in your life, but for this to be sustained in the longer term, you have to want to do it and to get to this point you have to enjoy it and essentially see it as fun.
I was recently on TV in San Francisco talking about 5 Simple Things You Can Do Today To Make Exercise FUN! Click here to see my interview.
1 Fun: if you want your exercise to be fun and enjoyable you have to be prepared to give fun a chance. You’ll have to change any negative thinking such as, I have no time for exercise, it’s a pain in the butt or a waste of time. Instead, you’ll need to develop a positive mindset; exercise is good for my health and makes me feel good. It also makes me look good, helps me relax and helps me sleep. Of course it’ll help big time if you can find activities [e.g. walking, running, swimming, cycling, yoga, pilates, zumba, dancing, etc] that you really do enjoy once you give fun a chance.
2 Relationships: over the years living in Dublin, London and Charleston I’ve always found it much easier to keep exercising on a sustained basis when I do it with other people. Now you can do it alone some of the time, even most of the time, but if you want it to endure, do it with your family, friends and/or colleagues. Exercise is a great way to build new friendships but perhaps more importantly you can nurture and develop your current relationships.
3 Personal Time: while exercising with family and friends will be great fun, don’t underestimate the benefits you can get from exercising alone. In reality, it’s hard to find someone to do it with every time you want to exercise. When you exercise alone you have time to think, to consider important issues in your life and make decisions. You have time to be creative, to destress or simply to unwind. So embrace your personal time and enjoy the experience.
4 Outdoors: now the weather is not always conducive to exercising outdoors but whenever possible you should take advantage of the opportunities which exist right on your doorstep. You’ll need to dress appropriately but don’t let this get in your way of enjoying your local parks, beaches, mountains, lakes and rivers. I promise you this is a game changer if you want to truly have fun and enjoy your exercise.
5 Holidays: the next time you go on holidays try to make it an active, outdoor one with exercise [e.g. skiing, cycling, walking, swimming, running, sailing, etc.] the focus of your attention. Do this with your family and friends and you’ll bring your fun and enjoyment to a whole new level! The best part of this approach is that you’ll truly enjoy the eating, drinking and partying so much more. One last thing, when you travel, remember to use your Sanctify Club membership. Have Fun!
“You don’t have to be fit and healthy to start but you do have to start to be fit and healthy!”
Get America Moving
There is plenty of evidence that employees are more stressed out than ever; they are tired because they don’t sleep very well; they eat poorly and are not as active as they should be! So is it really a surprise that our health problems are getting worse, not better?
According to the Milken Institute, chronic diseases including diabetes, heart disease, stroke, cancer, hypertension, pulmonary conditions and mental illnesses has a total negative impact on the US economy of some $1.3 trillion per year. Of that, about $1.1 trillion represents lost productivity. Get your head around those numbers!
One of my favorite quotes from Dr Kenneth Cooper is “We do not stop exercising because we grow old, we grow old because we stop exercising” and there is no doubt that if you want to be fit and healthy you have to be physically active and that means moving throughout the day, not just fives times a week, for half an hour - the minimum recommended weekly activity. Most members of Sanctify understand this, however, physical activity is just one element of an effective employee well being program, albeit a very important one, mainly because what we have done so far has not been very successful. According to Gallop, 70% of employees in the USA are disengaged. At an average cost of more than $5,000 per employee, disengagement goes well beyond employee wellness or well being and everyone loses as a result.
F IS FOR FIRST: In my lifetime, nothing has really changed with regard to how the great organizations regard their employees. Employee well being has always been one of their highest priorities and with healthcare costs increasing everywhere, it presents a huge opportunity for organizations with designs on being great too. To succeed, F is for FIRST* which means employee well being must start at the top with the CEO and the C suite. They must walk the talk, practice what they preach, set the example and truly inspire their employees to be fit and healthy.
Of course, sustainable, long term effective employee well being also applies to leaders across the organization, from top to bottom. HR must also play a “champion” role as advocates, promoters, supporters and defenders. It needs to be or become an integral part of your organization culture and integrated into organization development, management training and development and performance management. Edgar Schein at the MIT Sloan School of Management said “the only thing of any importance that leaders do is to create and manage culture”. I’m not sure it’s the only thing but there is no doubt it should be a very high priority. Because a successful employee well being program will help create the right environment to maximize employee and organizational performance and thus profitability in the long term.
• F for FIRST is the first of six key ingredient of FITCEO, created from research and experience and required for effective organization and employee well being.
[Author: Jim Kirwan is the creator of Get America Moving, author of The eXercise Factor, creator of signature talk FITCEO and an organization and employee well being coach and consultant.]
As a general rule, physical activity is one of the first things to suffer when you travel, especially when you fly, because of the total time involved, door to door. Exercise takes a back foot and we don’t move that much on an airplane, so what’s really important for you to do before, during, after and especially between your next flights? Perhaps most important of all you need to manage this process and make sure that your health and exercise remains a high priority.
Before You Fly: Stick with your normal routine as much as possible but be prepared to be flexible taking your travel time into account. In arranging your travel plans, don’t leave everything to the last minute; give yourself enough time to be as active as possible before you get on that airplane, especially if it is a long flight.
During Your Flight: You have probably heard that “Sitting is the New Smoking”. This is because when you sit for long periods, it messes with your body and slows down your metabolism and blood circulation. You actually burn less fat, sugar converts to fat and your brain function slows down too.
It should therefore not come as a surprise that when you sit for long periods of time in a tin can at 35,000 feet, in cramped conditions, with low oxygen levels, low humidity and low cabin pressure, that it creates the perfect storm for all kinds of additional physical problems. What results is dehydration, poor circulation, swollen joints, dry skin and mouth, bad breath, fatigue and headaches, to name a few.
That’s the bad news but the good news is that the solution is actually pretty simple. Here’s what you need to do if you are on a flight that lasts for more than an hour:
• Get up and walk around for 5 minutes every hour. Do a few squats and lunges if you can.
• Stay hydrated, so drink plenty of water before, during and after your flight. This will force you to get up and go to the bathroom so you kill two birds with one stone!
• Eat healthy; try to avoid processed food, sugar and alcohol, if possible. Wash your teeth and moisturize your face, on a few of your bathroom visits.
• You can also do some exercises with your legs and feet to improve circulation while you are sitting. For example, pack a golf ball and practice rolling it forward and back under your sole as you sit (try not to lose it to the back of the plane!)
Between Flights: During your time between flights it is important to get physically active; there are no rules which say you have to sit down and wait in the airport! So this is where you can really benefit from Sanctify's Membership Club. Instead of getting stressed out, hanging out for hours in a busy/crowded airport where you are less likely to eat and drink healthily, why not use this time more effectively to do that circuit training in the gym, enjoy a relaxing swim or a rejuvenating spa?
After You Fly: Exercising after you fly is always good especially after a long flight. It will also help you reduce your jet-lag, work-out muscle tightness and create mental space away from the din of airports and inflight white noise.
Author: Jim Kirwan is the creator of Get America Moving, author of The eXercise Factor and an organization and employee well being coach and consultant.
Okay, let’s start at the beginning. I am often asked where did the concept for Sanctifly come from? Well, it’s quite simple. I had just completed a ten day coast to coast six flight relay and was in Chicago O’Hare waiting for my next flight, in four hours. ARRG airports!
I didn’t want to shop or drink, but what else was there to do? I looked out at the many hotels on the airport concourse and thought ‘I wish I could go over there and use their pool, maybe a sauna, stretch and relax for a couple of hours’ way from the din of the airport – without having to book a room. And that was it.
When I started asking hotels if they would they be interested in the revenue from auxiliary assets and increased business footfall, they repeated said – “sure – no brainer”
When I interviewed fit business executives to see if they would they be interested in joining a club which gave them access to international airport gyms and pools, they said – ‘wow, definitely!’
When I spoke with their HR department about the known negative effects of continuous travel on their team and the opportunity to offer airport gym and pool access as part of a wellbeing and duty of care budget – they chimed in ‘no brainer’.
So, that was the clincher. Sure, there were road blocks: insurance, pricing, scaling, but nothing major, no chasms.
So, what is my lesson learnt for fellow start-ups at the idea stage? Get out there and interview (not pitch) all the stakeholders in your vision. The customers, venders and influencers.Be very clear who owns the budget you are targeting and how are they currently spending it.
If you start hearing ‘no brainer’ to your proposition, maybe you are on to something too…
CEO and Founder of Sanctifly