The Kano model can also be applied to your B2B product itself. For example, if you are a lab equipment manufacturer, you ask, "How satisfied would you be if you could set different sounds on the device after testing?" 98% now answer that they don't care. So you now know that this is an irrelevant feature. Advertising this feature is unlikely to be effective due to this irrelevance.
The Kano model helps you to understand uganda phone number list the wishes and demands of your B2B customers. You can use this knowledge for effective marketing planning. Basic characteristics are assumed and are therefore unsuitable for marketing. Who wants to receive advertising for something that is taken for granted?
Performance features are more effective: the higher the performance you provide, the more satisfied (potential) customers are. Excitement features set you apart from your B2B competitors and are the most effective marketing tools. They show what is special about you.
This becomes clear in our example as a laboratory equipment manufacturer. You want to sell a device that analyzes blood cells - in this case, this is a basic feature. Your laboratory customer takes it for granted. One performance feature is the test throughput per hour. The more tests the device can handle, the more powerful it is. This saves laboratory employees time and effort. Performance features can be used as a marketing measure. Convenience functions, for example if your laboratory device can carry out maintenance as independently as possible, arouse enthusiasm. Your device stands out from competing devices that require manual checking. Such features are best suited to marketing and advertising measures.