"To know something about your customer is more important than to know everything about your product (service)"
If I were to choose my all-time favorite quotation on selling and marketing, then I accept the above quote. I'm going to tell you why in the next paragraph.
I came across this quotation while reading How to Swim With The Shark Without Being Eaten Alive by Harvey McKay. It immediately resonates with me. I can't word it better. I attribute many of my sales success to always giving emphasize to customers above products.
Let me give you an example...
When I was re-assigned to a new territory with a product that already has its competitor entered the area almost two years before, I find myself hitting dead end after dead end trying to promote it.
Finally, I went to see my "old customer" whom I knew from my previous company. I approached her the way that I used to, which I know how she's comfortable with.
And when I walked us from her premise, I got my first order!
I don't see how my knowledge of the new product helps me closed the deal. But my experience of the customer from previous interaction helped a lot in getting the commitment.
And I have many similar experiences like that...
What are the lessons from here?
1. Put customers first.
I can say that the tendency is to put the company first which often end up with salesperson's frustration when customer, feeling invalidated, take the business elsewhere.
2. Know everything that you possibly can about your customers.
I will repeat this over and over until it sticks with you (salesperson) like your own shadow.
3. Know enough about your product to offer to customers.
Your customers don't need to know the whole 450 pages of product manual or Package Insert (PI), they just need to know what's relevant to them.
4. Take a different approach to get a different result.
If we approach sales and marketing just the way they used to be, then the results are just how they used to be.
5. Sales and marketing success is often common sense.
What's revolutionary about putting customers' needs first? It is so obvious, right? But why so few are doing it?
What Harvey had learned from turning around an envelope company, and what I have learned from using knowledge of customers despite new area and product are enough proof that knowing something about customer worth more than knowing everything about the product.
What do you think about this concept?
Agree?
Disagree?
Share your thought with me!
Finally, I went to see my "old customer" whom I knew from my previous company. I approached her the way that I used to, which I know how she's comfortable with.
And when I walked us from her premise, I got my first order!
I don't see how my knowledge of the new product helps me closed the deal. But my experience of the customer from previous interaction helped a lot in getting the commitment.
And I have many similar experiences like that...
What are the lessons from here?
1. Put customers first.
I can say that the tendency is to put the company first which often end up with salesperson's frustration when customer, feeling invalidated, take the business elsewhere.
2. Know everything that you possibly can about your customers.
I will repeat this over and over until it sticks with you (salesperson) like your own shadow.
3. Know enough about your product to offer to customers.
Your customers don't need to know the whole 450 pages of product manual or Package Insert (PI), they just need to know what's relevant to them.
4. Take a different approach to get a different result.
If we approach sales and marketing just the way they used to be, then the results are just how they used to be.
5. Sales and marketing success is often common sense.
What's revolutionary about putting customers' needs first? It is so obvious, right? But why so few are doing it?
What Harvey had learned from turning around an envelope company, and what I have learned from using knowledge of customers despite new area and product are enough proof that knowing something about customer worth more than knowing everything about the product.
What do you think about this concept?
Agree?
Disagree?
Share your thought with me!
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