
Business Strategy Sales & Marketing
April 13, 2020
Do You Really Understand Who Your Customer Is?

- Be crystal clear on your customer’s pain points. I’ve seen several start-ups fail because they created a solution for a problem that didn’t really exist… but I’m guessing that’s not your issue. Instead, think about how working with you can bring both tangible solutions (e.g. I can reduce Steve’s printing costs by 10% this year AND give him next-day service) and underlying benefits (Monica will quickly elevate to “rock star status” in the eyes of her boss).
- Be crystal clear on your value proposition. You need to succinctly articulate the magic you bring to solve your customers’ problems. If your value proposition is too vague or too technical, you’re starting off on the wrong foot. For example, at Customers 1st Marketing, we help you delight your customers and find new ones. You don’t need to get into the “how” in your value proposition – just communicate what you can do for them.
- Create flexible marketing materials. One of the worst practices I’ve seen is creating an iron-clad proposal deck that takes 30 minutes to run through, and your sales reps are expected to use it everywhere. Don’t get me wrong – you need to explain your value proposition in your marketing materials, but a great pitch deck should be tailored to start a conversation, not end the meeting. The key is demonstrating how the things you do can solve the specific problems your prospect is facing, which are impossible to learn about unless you stop talking … and start listening.
Are you ready to start driving results with a realistic and actionable plan that unleashes your full potential?
It all starts with a single, intentional conversation.