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Vikram Upadhyaya

Vikram Upadhyaya, Chief Evangelist at GHV Accelerator.

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How the Customer's Ability and Willingness to Pay Affects Business

A startup should understand the customer’s willingness-to-pay before any negotiations take place; it should enforce strategies to understand their price during the conciliation.

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Photo Credit : blog.blackcurve.com,

Willingness to pay is known as the maximum agreeable extent a singular person pays for a product or service; it is autonomous to the budget limitation. Later, the customer’s ability to pay comes into play and consumers with a high inclination towards the product may not be able to afford the product or service at the given price.

A startup should understand the customer’s willingness-to-pay before any negotiations take place; it should enforce strategies to understand their price during the conciliation. A new business needs to draw out this information using past data and value-based estimating approaches to comprehend how a purchaser values his/her goods. This is mostly based on the theory of a customer’s ability to pay and the customer’s willingness to pay is derivable since it can be governed by his budget and likings.

Understanding the target customers is critical for any startup of a grown company

It is important to identify the industries or people who will buy one’s product – otherwise identified as target consumers. There has to be a more granular approach to target audiences as a product or service can appeal to a diversity of purchasers who may have dissimilar needs and objectives. But one-size-fits-all marketing and sales tactic might not work since it’s not fixated enough. To acquire a sturdy grip on target audiences, startups need to classify the diverse nature of consumers. The way to materialize this is by observing at who essentially makes or impacts the purchase, then one can identify their needs, what they want to attain and their finances.

It is imperative to understand, if your product /service is good enough for the customer to buy. A variety of reasons bring launching a product into play. So, the testing procedure can turn out to be more complex compared to the service in order to guarantee it’s something that people are truly willing to spend money on. Marketing plays a huge role in deciding whether your product or service will succeed or not. Still, producing something that people essentially want is important. One can deliver the best customer experience, but if the product or service is substandard, none of that will matter.

When a buyer recognizes one’s potential to take care of their desires and needs, even when they don’t realize their own needs and/or are uncertain about their wishes, one truly is on the way to making a client for life and a dynamic believer in your product. Customer service depends on the appointment of those employees who can identify signals from customers.

Does your target customer profile have the capacity of affording your product /services?

Since victory depends on one person who is capable of meeting the customers’ needs and requirements, one should know who his/her consumers are, what they require, where they reside and if they can afford your product. It is comparatively easy to develop overall advertising for the masses, dedicating time and funds to recognize targeted audience can help one to make the most of the marketing. One should consider elements like age, buying authority, topographical location, and marital status. Directing your product is basically defining who the prime consumer will be. The product or service should be assessable, adequately large and accessible. One needs to identify why a consumer would buy one’s product/service, divide and research market.

The absence of any of the above factors hits the viability of the product /service, to be a sustainable business. When one startup has a clear vision of its product or service, it’s simpler to generate products and facilities of significance. One needs to have a constant and stable sense of focus, robust demonstrative commitment equally within the business and with clienteles, continuous, hard-headed innovation. One needs to choose a target audience and make them feel some sort of attachment to your product that’s grounded in assurance in one’s products. For startups, this procedure may take time, research and modification but it delivers valuable vision into the requirements and inspirations of possible consumers.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house


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Customer's Ability business

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