B2B marketing tends to be very company focused. Companies care only about their objectives. Look at my product and solution. Come to see me at my event. Purchase the solution before midnight so that I can make my quota. Look what analysts are saying about me.
It’s not about you. It’s about your customer. IBM created a brilliant commercial that illustrates what happens when you stop thinking about what you think is great (you) and listen to what the customer cares about (them).
We are all passionate about what we are selling. We want that passion to be contagious. But, it still has to resonate with the customer. You can call it relevency of content. I tend to think about it in terms of, “What’s in it for me, the customer?”
The customer doesn’t care that if they buy your solution you make money. They want to know you are solving their issue. They want to know that you will be there support them in doing so.
So, listen carefully to what they have to say. Help them and yo help yourself.
Filed under: customer relationship, sales, customer decision, customer engagement, customer experience, customer relationship, customer service, ibm, sales, sales engagement
Hi,
I think you raise a very important point. I often see organisations obsessed with their scorecards and internal aspirations. It’s about time they got it out there and really learnt what their customer needs.