Why do we say thirst for knowÂledge, hunÂger for sucÂcess, taste for curiÂosÂity? PerÂhaps we use terms from the world of eatÂing, drinkÂing and senÂsuÂal enjoyÂment because we want to express the power of these needs. And that works very well with words of desire. So it’s no coinÂcidÂence that product findÂers must also have a thirst for knowÂledge, a hunÂger for sucÂcess, and a taste for curiosity.
CreÂatÂing what is desirable
Product researchÂers and scouts are ordinÂary people with an extraordinÂary feel for what othÂer ordinÂary people find desirÂable. Product disÂcovÂery involves not only creÂativÂity, speed and a feel for trends, but also very good anaÂlytÂicÂal skills and sound judgÂment. In addiÂtion, it is importÂant to learn from failÂures in order to be even betÂter and more sucÂcessÂful in findÂing new products in the future. It is importÂant to be able to put ideas and decisions to the test again and again and to act on the basis of the knowÂledge gained.
It is cruÂcial to be able to put yourÂself in othÂer people’s shoes. In addiÂtion to empathy, life experÂiÂence, a love of the subÂject matÂter and openÂness, product scouts also need the will to be first. Example: Let’s say there’s the 1,000th new whisk. As a proÂfesÂsionÂal, I have to find out whethÂer it has a funcÂtion that othÂer whisks don’t have. I have to find out whethÂer and what unique beneÂfit this whisk brings to my tarÂget group.
CourÂage to enter new product areas
ResearchÂers and othÂer innovÂatÂors with new ideas are familÂiÂar with this situÂation: They present an idea and instead of enthuÂsiÂasm they first receive a lot of skepÂtiÂcism. DoesÂn’t that already exist? Who needs it? HasÂn’t a simÂilÂar idea already failed?
It takes courÂage to enter new product areas, to try out trends, or, if necesÂsary, to try out products and product catÂegorÂies again with today’s knowÂledge. Because nothÂing is stronger than an idea whose time has come. But walkÂing on paths that have not been trodÂden requires stamÂina in the face of headÂwinds. You also have to be able to critÂicÂally quesÂtion and corÂrect yourÂself again and again.
Offer real soluÂtions to problems
The soluÂtion to a known probÂlem can arouse desire. Product findÂers, thereÂfore, need knowÂledge about how cerÂtain items work, as well as backÂground knowÂledge about the conÂtext in which they are used. For example, if I know how time-conÂsumÂing it is to preÂpare stock and how long it takes to preÂpare it, it helps me to offer a finÂished stock as a probÂlem solvÂer. I thus offer a “high-qualÂity product” and “save” the cusÂtomÂer hours of cookÂing. If I don’t know, I’m not offerÂing an adequate product to my cusÂtomÂers either, and I’m missÂing the opporÂtunÂity to genÂerÂate sales.
After more than 25 ½ years, I am still amazed at how many comÂpanÂies (be it the manÂuÂfacÂturÂers themÂselves, but also the buyÂers on the retail side) are not sufÂfiÂciently familÂiÂar with the beneÂfits that the products bring to the tarÂget group. This is then reflecÂted in marÂketÂing and comÂmuÂnicÂaÂtion. For example, a product is simply described by the manÂuÂfacÂturer instead of advertÂising the conÂcrete beneÂfits for the tarÂget groups: “ElecÂtric steamÂer” instead of, it would be betÂter: “ElecÂtric steamÂer: Fast and easy vitÂamÂin- and aroma-preÂserving cookÂing”. At a disÂcount groÂcery store some time ago, you could read posters like “Great non-food proÂmoÂtion” instead of “30% off everything except food and drink.”
SupÂpliÂers need to make it clear and experÂiÂenÂtial why cusÂtomÂers should buy the product. They should know the needs (“Needs” and “Insights”), i.e. look into the heads and hearts of the people to then be able to make a suitÂable offer. This includes details such as the materÂiÂals used, dimenÂsions, weight, addiÂtionÂal beneÂfits, and anyÂthing else that can be useful.
Selling with knowÂledge and passion
Even for dealÂers and manÂuÂfacÂturÂers seemÂingly self-evidÂent things can be valuÂable. For example, the product is parÂticÂuÂlarly narÂrow or parÂticÂuÂlarly light, is stored on rollers, enables easy cleanÂing of the floor … One should nevÂer assume that cusÂtomÂers will already find out what their advantÂage is. Most people don’t have the time or the inclinÂaÂtion for that in their everyÂday lives. HowÂever, product marÂketÂing and comÂmuÂnicÂaÂtion should highÂlight the beneÂfits and be “appealÂing” not only in the text but also in the images. If a speÂcial pan can conÂjure up perÂfect fried potaÂtoes, it is best to show it with perÂfectly browned fried potaÂtoes instead of a cropped image.
Again, the preÂrequisÂite is that I, as the product findÂer, have some cookÂing know-how. I have to know how elabÂorÂate or comÂplicÂated it is to make a dish myself, what the indiÂviduÂal steps are. I myself must have a cerÂtain pasÂsion for and knowÂledge of things in order to be able to put them out with sucÂcess. This is just as importÂant as the abilÂity to research and find out the speÂcifÂics. This simply requires fun and curiÂosÂity and – until I have built up my know-how – a lot of time. This brings us full circle.