Traditional sales strategies often miss the mark because they’re built on demographics—outdated, cookie-cutter categories that don’t capture what truly drives people. Understanding shared values can transform your sales strategy. Here’s a real-world example from my work with Lululemon.
The Challenge: Enhancing a Loyalty Program
Lululemon approached us with a conundrum. They wanted to supercharge their loyalty program for fitness professionals—personal trainers, Pilates studio owners, gym operators, and etc. These folks are the heart and soul of the fitness community, and Lululemon wanted to give them a loyalty program that resonated deeply.
The Valuegraphics Approach
Enter the Valuegraphics Database. Think of it as a map of what really matters to people—56 core human values that drive every decision we make. We dug into the data and discovered that Lululemon’s fitness pros over-indexed on the value of Financial Security–not something you’d immediately think of when it comes to motivating fitness folks, but there it was in the data. But we didn’t stop there. We wanted to know what the value of Financial Security really meant for these small business owners. We went deep into the hundreds of millions of datapoints in the database and a clear approach emerged.
Designing a Values-Driven Program
We suggested Lululemon offer workshops led by their CFO on creating financial stability for small businesses. These workshops covered cash flow management, strategic planning, and investment opportunities tailored to fitness entrepreneurs. By aligning the program with what these professionals truly valued, Lululemon would create something genuinely beneficial and compelling. And unlike any other loyalty program out there, because it was based on shared values, not stereotypes about fitness pros.
Lessons for Everyone
Here’s what we can all learn from this:
1. Ditch Demographics: Demographics tell you what people are, not who they are. Focus on shared values to get a true understanding of your audience. Otherwise you are using inaccurate stereotypes.
2. Go Deep: Don’t just identify a value—understand it. Financial Security for a fitness pro means long-term business viability, not just a steady paycheck.
3. Customize Your Offerings: Use values-driven insights to create products, services, and messages that resonate on a deeper level. This fosters loyalty and long-term engagement.
4. Be Authentic: Understanding their values allows you to communicate in a genuine and meaningful way. Trust me, your audience will notice the difference.
Why This Matters to You
The Lululemon case study is just one example of how a values-driven approach can revolutionize sales strategies. By focusing on what truly matters to your audience, you can create more compelling offers, communicate more effectively, and ultimately drive better business outcomes.
If you’re looking to revolutionize your sales and marketing strategies, values are your secret weapon. This isn’t about fitting into a mold; it’s about breaking the mold. Whether you’re in tech, retail, finance, healthcare, or any other sector, aligning your strategies with your audience’s core values will yield powerful results.
Values are the answer.
Let’s put them to work.
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