Everybody knows you should be listening to your customers. Give them what they want, right?
And we all think we are doing that: because we have sales guys in the field talking to customers. Because we have marketing people doing desk research, going to conferences, having discussions with customers and what not. And the management team is having important meetings with key customers, and key staff that are knowledgeable.
They know what your customers want, isn’t it?
And then what happens? We all jump into product brainstorm sessions, in which you have lots of people venting their opinions about what customers want. We use the input from sales, marketing and the management team to influence the product or service we want to create.
In the end, this is what you get: Read more
Imagine you are perfectly happy with your solution. Imagine that you have a business in which the solution is providing you with a descent return on investment.
There’s no need for you to change.
Now imagine that you are a vendor with a solution that will provide more return than any other existing solution on the market.
You are creating comparisons, providing ROI tools, and doing all the right things to attract buyers with your content.
They are not searching
SEO will not help you, because they are not searching.
When they do search, you are there. But unfortunately, they don’t search, because they don’t need you. They are happy with what they have.
He/She’ll be blind for everything you have to say.
So what do you do?
The perfect world
If they are not searching, they are exploiting their current situation.
They are not aware that there’s something better out there, because basically they don’t have a problem.
But then the day comes.
The day they start being slightly unhappy, and realize that the world they are in, is not perfect. That the solution they have is not perfect.
That day they become receptive. They are willing to listen. And when they are ready to listen, you must be speaking.
When the day has come
Your buyer realizes that there is more out there. He want’s to know more. That’s the day he starts being receptive to e-mails, conference invites, whitepapers and webinars. Read more