As much as I would like to tell you about a short cut to resonating with your customers and Creating Demand, there are none. That’s the bad news. The good news is that the process is rather simple. The approach can best be summed up as: Deeply understand your customer’s business (and life).
The First Unbreakable Rule To Creating Demand is: Know and understand your customers better than they understand themselves.
You need to know:
- What drives their profits? And as a subset of that, what drives their revenue and costs?
- What are their key processes and how do those processes drive their profit formula?
- What are their key resources and how do those resources support their key processes?
- What is their customer value proposition and how do they deliver it?
When you understand these four areas you can begin answering these questions:
- What problems exist in their model that they aren’t aware of?
- Where are unnecessary choke points?
- How can they run their model more efficiently? More effectively?
- What opportunities could they capture with your approach?
These four questions are the basis of your business case. When your case is clear, you can provoke awareness and manage the sales process effectively. If you do not understand this and you attempt to move the sales process forward – it’s a good bet that you’ll find yourself in The Commoditization Trap.