Sales Effectiveness Principle – Know the Customer
I was reviewing Internet posts the other day and came up an interesting post by Bob Sullivan. Too Little Customer Knowledge discusses the imperative nature of knowing your client. I agree with Bob wholeheartedly. Sales Managers and their selling professionals are so involved with a myriad of issues that they fail to understand the issues and compelling customer needs.
The issues discussed stem from a recent CMO Council research study that depicts:
- 6.8% have excellent customer knowledge
- 40.4% have fair customer knowledge
- 45.6% have poor customer knowledge
- 7.2% was split between good and not sure customer knowledge
I have been emphasizing these issues for years in my workshops, seminars and consulting work. It is imperative that selling and marketing professionals understand the client, the industry and the competition. I find it embarrassing that selling professionals today have little knowledge about those they want to sell to. Clients desire conducting business with those that can aid the organization by providing value. Stop the rote sales and marketing product pitches and read about the client and the issues they face.
Some techniques include:
-Read the Annual Report. This includes of wealth of knowledge related to your clients vision and future.
-Read The Wall Street Journal. Frankly it is embarrassing that managers do not encourage new staff to read this daily financial periodical. To understand money and trends you need to read about it.
-Subscribe to a news service. We are in a knowledge economy and everywhere we turn we are surrounded by numerous media outlets. Subscribe to one of the business and financial services you will be glad you did.
-Network. To understand the know you have to be in it. Attend networking groups and ask questions.
I still remember a lesson from my former track and field coach. One day during summer intersession he sent me a note that stated, “Are you sitting on your past?” While they brought a smile then, what I did not realize is these words became the antithesis of my business success and now should be that for your business success.
If you want to be more effective in your selling skills and you desire more business, then my question to you is, “Are you sitting on your past?” Make a new future, change the rules and know your customer.
©2008 Drew Stevens Ph.D. All rights reserved.
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