Instead of telling customers what they want: Listen. Connect. Demonstrate Value.
I’ve always said that Marketing sells to groups and Sales sells to people. The reason that this is so important is that business professionals have to understand to truly connect with customers we must go beyond “strategy” and actually think of the needs/wants of the customers.
Naturally, sales people get this because they have to interact with real people on a daily basis; not identified target groups. Marketers can take a page from the book of sales people and add another lens to executing their strategies. It’s not that marketers don’t sometimes have the responsibility of shaping the market but they must also understand the complexity of executing on the business today. This understanding makes for a truly connected and high-performing organization.
“People don’t buy for logical reasons. They buy for emotional reasons.”
Truly good marketing teams understand that people don’t always buy for logical reasons, they many times buy for emotional reasons. So marketers need to create a clear strategy that takes into account the emotional reason the customer will/will not want to buy their product.
With that said, marketers need to listen and get feedback from Sales on where the customer is in their emotional response to the product. At the end, no matter how great your product if you sales team can’t keep strong mutually beneficial relationships with customers nothing else matters. And…a lot of that starts with providing customers with a solution that no one else can.