Knowing your Customer's business
Much has been said about the need to bring insights to your customers. In today’s world of more informed buyers, it is clear that you need to do more than just communicate the capabilities of your product. However, not much has been written about how to do this well or consistently. Sellers are struggling to know where to start, and some sales and marketing organizations flounder when trying to build an ‘insight machine’ that scales. How can you ensure that your insight machine (a) delivers insights that customers appreciate and (b) guides them to your solutions?
According to Forrester Research, 64% of senior executives believe that the sales person does not know enough about their buyer’s business to bring any value to a meeting. In fact only 25% of them are prepared to take a second meeting. Think about this for a minute; three out of every four sales meetings are a waste of time and money – both for the seller and for the buyer.