All businesses strive to recognize the needs of buyers when developing sales success strategies… at least, they should. Here at Wendistry, we’re constantly advising clients against marketing for creativity’s sake. Businesses (and consumers) buy products and services to solve problems and make life easier. They may have too much of something that is undesirable or too little of something that is good. Either way, the problem is a gap between where they are and where they want to be.
The problem faced by the buyer is something of a tipping point. If they are aware of the problem and are troubled by it, they will act. If they don’t… no sale. So, how do we incorporate the buyer’s problem into our marketing and revenue generation strategy? And, how do we choose the right problem to begin with without harping on the negative?
- Start with your assumed strategy: what are you going to sell, to whom do you plan on selling it, and through whom will you reach these buyers?
- Consider the issues behind your assumed strategy: your challenge is to identify a buyer problem for which you have the strongest solutions. Make a long list and then prioritize.
- Rationalize this list down to your “best” problems. This is decision time. If you are good at solving buyer problems that offer little reward, you will major in the minors. On the other hand, if you are focusing on the right problem but are not in a strong position to fix it, the competition will eat your lunch.
- Now, ditch your strategy, and rebuild it around the problem. If you’ve chosen the right buyer problem, you should let it guide your future strategy.
Judge which businesses and/or consumers suffer most from this problem, and will be most prepared to pay money to have it fixed. This is your new market. Determine what a complete solution to this problem looks like. That is your new offering.
Having recast your strategy, we now need to help our prospective buyers to act. Businesses and most consumers don’t just wake up in the morning and decide to purchase something. They take a journey:
- First, they have no problem;
- then, they do;
- then, they know they need a solution;
- then, they choose between those options;
- and finally, they receive the benefits for which they had hoped.
We refer to this progression of thought as “the buyer’s journey.” Marketing is a crucial means of identifying and managing the steps in the journey. It all boils down to the fact that people pay money to have their problems solved. Choose the right one, help your customers and prospects see it, and profit.
About Wendi
Internet gives the strength from the strong strategies. It gives the direction to the internet marketing. This marketing is useful for the all types of buyers.