The NeuroPreneur by Mah James Nitit Dr

Author:Mah, James Nitit, Dr. [Mah, James Nitit, Dr.]
Language: eng
Format: epub
Publisher: Cranberry Press
Published: 2022-01-17T05:00:00+00:00

Filling the G.A.P.

A gap is something that is unattached from anything else, such as a hole, or in business, a need. Our job is to close the gap and meet the needs of the customer. If someone is not satisfied with a product’s functional or imagination benefit, we’ve failed to fill that hole and hook that customer, and this will cause them to look elsewhere to close their gap or need. However, if we can find a way to close the gap and meet their needs, we’ll be the hero he’s been looking for, and, in return, he’ll be loyal to us.

Maslow’s model identifies what human needs need to be met — so how can we use this model in business? Hypothetically, it works, but it is a little difficult to apply. I’ve created a model for the business world in the digital era, called the G.A.P. model—Gain, Advantage, and Pain.

The center of the model, Advantage, describes the point at which the prospective customer listens to you about what you’re offering because it has an advantage to them. The other sides of the model work in sync to increase a customer’s “Gain” (the left side of the model) and reduce their “Pain” (the right side).

Creating the Gain

Gain has three parts in creating or stimulating customer interest. All three have two elements, function benefit and imagination benefit, which we discussed the nuances of in an earlier chapter.

Better (lowest level): making an existing product with higher quality or experience

This allows the customer to feel as if they are getting the desired benefit and something functional that is better than what they already had. If they have a car that runs, they can get from Point A to Point B, but if that car is constantly breaking down, it makes their life that much harder. A new car has a functional benefit that will improve their life—they can still get where they need to go, but it has the added, very desirable benefit of not breaking down.

In terms of imagination, the car is not only functional, but it is enticing to have a brand name that is synonymous with luxury. This also can make the customer’s life better. This is the lowest level in the model, because if they do not have a car that works well, they’ll live; but if they do have a car that works well, their life will be far more enjoyable and the customer experiences a sense of GAIN.

Bigger (middle level): Increasing the quantity or the size of the product to give it added benefit

As an example, if a person owns a restaurant that’s a thousand square feet and they can extend or increase the size of it to 2,000 or 3,000 square feet, the functional benefit equates to more room and to increased business, as it can hold more patrons at once. The imagined benefit of a truly large, packed restaurant with great reviews for its food, gives the owner a feeling of pride, success, and GAIN over his restaurant’s previous condition.

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