Goal success is dependent on a number of factors. You can have the best-planned goal, complete with SMART specifics, and fail miserably. The odds of success are mixed. I surveyed my readers a few years ago, and SMART Goals had about a 50% success rate. New Year Resolutions fare much worse. Less than 10% are successful. 25% fail the first week.
I’ve found the secret to goal success is in the execution. Unfortunately, there are many pitfalls along the way. One of the best ways to visualize how goal setting works is to see it in action. As a long time blogger, I’ve worked with marketing and product development for years. When you create a product, you set up a list of customer goals. You need to take a client through many steps down this goal list to complete the sales cycle.
Let’s take a look at the success and failure of a product goal since it is easy to see the failure points.
The Anatomy of a Product Goal
First, you need to get a prospective customer to buy your product. The purchase is dependent on the product cover art, specifications, marketing, and the customer’s perceived value of the item. One bad rating, cheaper competitor, or shipping problem can stop the process cold.
Once they purchase the item and get it home, they may have to put it together and make specific settings. They will need to have certain tools and knowledge to complete this step. Clear and logical assembly instructions are a must. If they don’t have a screwdriver or pliers, your best-laid goal may fail.
Finally, your customer will need to be able to use the completed unit. Complete step-by-step instructions with pictures are critical. If it requires batteries, you might want to include them. Are there age warnings or safety concerns? Better spell them out. Only when the customer successfully uses your product will the goal be a success.
If any step along the way fails, your entire sales goal will fail, and the product will be returned or discarded. The result will be a bad rating, further dampening future sales, plus the expense of return shipping. In sales and marketing, comebacks are disastrous.
On the other hand, when the product goal is complete, the customer will be [Read more…] about Goal Success: A Tale of Two Products