If we wanted to really teach customers, we should be prepared to spend some time and effort making the case that they understand something about the customer’s business that the customer themselves was blind to.
Most successful products are an expression of an opinion about the market.
Your point of view on what makes a solution “good” is why you can deliver value that others cannot.
We stink at talking about our point of view.
Yet I have found that many companies aren’t great at talking about their point of view. Sometimes, I think we assume that because we have built a clearly superior solution, buyers will simply understand its inherent superiority once we show it to them.
Market insight - helping customers understand our point of view
Sometimes, that works, particularly where the end user is the buyer. But when we have a deal champion that isn’t an end-user, or we deliver truly unique value that customers have never experienced, we need to take customers on a journey to understand why we built what we built and what’s in it for them
You can think of market insight as “the thing we understand about the market that the others do not.” It’s the knowledge about the market that led us to our point of view.
In general, your market insight is the thing your team had to learn to start thinking about the market differently. If we want customers to start to think about the market the way we think about it, we will have to help them understand this insight the way we do.
For this reason, I think communicating our market insight is the key to helping customers understand our point of view. In my sales pitch structure, we start with a discussion about our insight and then move to the differentiated value once we have established why the value matters.
How much do we need to “Challenge” customers?
Beyond the pitch - content can really drive this home.
Beyond the sales pitch, our marketing content should reinforce our market insight and point of view. The more prospects understand our thinking, the more they understand our value.
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