A few years go I met with the Chicago sales team of a major logistics company with a global presence. The swagger was unmistakeable. Their body language showed they were clearly not impressed by my academic background. “We ‘sell’ the network. We have an airport hub, our own planes, and trucks and ships.” The asset list was impressive. In their minds, it was all about the network.
Unfortunately for them, as our research showed, their customers were buying “peace of mind” — looking for solutions to their own problems, not particularly focused on the assets or the ‘network’. They wanted on time delivery, intact products and shipment updates on a consistent basis. The disconnect was obvious. Back to the drawing board.
Too many companies sell infrastructure and product features. Customers buy benefits that stem from the products and services they purchase. These benefits may accrue at a functional or psychological level. To them, the technology is transparent, and the required resource base is expected.
The lesson? Talk to your customers about the benefits they seek. Focus on what customers buy, not on what you sell.
Business is not about “us.” It’s about “them.”
About Hemant Rustogi