When a truck pulled out in front of my car I swerved out of the way and mentally made a note of the truck’s features. Three years later, all I remember about that vehicle is the bright, well-known store logo. To this day I refuse to buy anything from this store, although the only thing I have against it is that one member of staff made me feel unsafe while driving my car. I wonder whether the safe driving of the delivery employees was part of the organization in question’s sales and marketing strategy?
How do you operate in a world where the customer has more and more power? Is there a successful way to understand what’s going on customers’ minds so that you can ensure your business meets or exceeds their expectations? And finally, do you know how to make the necessary changes to your business – processes and offerings – to ensure your customers are happy in this relationship?
We are delighted to announce the publication of our new book Selling your Value Proposition, which explains how to transform your business into selling organization. The prize for doing this? Engaged customers and employees, solid revenues, a sense of business community and a successful sales process. In summary – a confident business, where everyone knows what they are doing and why.
It’s been a funny old year for research. Right up to the day before the UK’s June referendum on EU membership, polls were predicting a narrow margin of victory for the Remain campaign. Many added that wavering voters would beat a last-minute retreat to the relative comfort zone of the status quo. As it turned out, of course, there was a narrow margin of victory for dynamiting the status quo. Five months later, also contradicting the pollsters, a narrow (and at the time of writing, disputed) US presidential election result delivered another raised middle finger to business-as-usual.
Many B2B companies are built on technical expertise. They start with a great innovation and turn it into a thriving business. Yet in our work, we see many examples where a supplier’s mastery of technology masks an unhappy customer base. And in competitive markets, when your customers don’t like you, you lose them – fast.