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The Most Powerful Question
If you could get your prospects to ponder any question, what question would best position your company as the ideal fit?
Stop for a moment and think about that – it’s probably the most important question you’ll ever come up with for your business.
The entire nature of marketing communication is undergoing radical change. Today, successful communicators are moving away from traditional broadcasting approaches, and instead, are positioning themselves for influence. A key step in this transformation is provoking awareness of problems rather than providing answers.
The challenge with 90% or more of the of marketing messages I see is that they are all solutions focused. But, as I’ve written before, your solution is not my problem. With so many solutions out there, customers can no longer afford to spend the time to fully understand what makes your solution different and better than alternatives. As a result, they are increasingly reducing everything to its lowest common denominator (typically price) and sellers find themselves smack in the middle of the commoditization trap.
This is where your question comes in. If you can get your customers and prospects to frame the issue with your question, then everyone else must play your game. You’ll stand out and enjoy more wins and greater margins.
Our question is: How must we change our go-to-market approach so that we will continuously drive increased profits?
What’s yours?
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[...] There is nothing more important for you to know than the questions the customers and prospects in your market are asking themselves. I’ve said it before, the company that provokes the right questions owns the market. [...]
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[...] this video, I referred to a post from last week, here’s a link to it: The Most Powerful Question. Filed Under The Demand Creator Minute | SHARETHIS.addEntry({ title: "The Demand Creator Minute [...]
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Resources
Doug's Washington Business Journal Columns- Intelligent Growth Articles
Third Wave Selling Blog
Products to Grow
The Most Powerful Question | The Fast Growth Blog…
The seller that can provoke the right questions controls the market. The most powerful thing you can do is determine what question you want prospects asking….