Step Up Results

Know your customer’s business.

How much do you really know about your customer’s business?

I am amazed at how many people set out to sell to customers they know very little about. It is easy to assume that all customers are the same, that everyone in a particular industry is the same and has the same challenges, opportunities and risks. You do yourself and the customer a disservice by assuming such.

The bottom line is this: If you don’t clearly understand your customers’ business, and in particular the specific challenges, risks and opportunities they face, you will not be able to position yourself as the solution or response to these challenges. It’s all relative, and by that I mean, your solution(s) must be directly related and relevant to each of your customers.

A second reason for learning about the customer’s business is this: It increases your credibility and builds trust. Customers want to know you’ve done your homework, that you’ve taken the time to learn about their industry and their particular business challenges. This knowledge is key to your ability to “connect” with the customer, ask important questions, build trust and craft winning solutions.

What steps will you take to learn more about your customer’s business?