Over the last 12 years, we’ve conducted a LOT of qualitative research interviews on behalf of clients, globally.
And it has become increasingly apparent that some companies are much better in driving sales due to ONE factor… how relevant they are to their customers? How well do they know their customer’s business? How well do they understand their customer’s challenges? How much time do they invest learning about the needs of their customers, BEFORE pitching their solution to a known problem?
Based on what interviewees have told us first-hand, a great salesperson or account manager will invest a portion of their time in learning about customer needs, to ultimately sell against them. Sharing relevant use cases, case studies, content, and references that are so on point, that the customer instantly recognizes someone that “gets them” and understands their challenges; and that has the experience, expertise, and resources to help solve those challenges.
The adage “Luck Is What Happens When Preparation Meets Opportunity” could not be truer right now, when it comes to selling. Reality is that customers know if salespeople and account managers have invested time to make their technology and services most relevant to them… or not. The ones that do win out. The ones that don’t will often see little reward for the minimal effort that they do put in.
If you want to learn more about other insights gleaned from 12 years of qualitative research interviews, or have a challenge of your own that you’re looking to solve, please drop me a line at firstname.lastname@example.org — I’d welcome the opportunity to learn more.
-David Sly, President