When you’ve trained thousands of B2B professionals on every continent, some conclusions are inescapable. First, most B2B companies do a terrible job understanding customer needs for their product development. Each company thinks their situation is unique, but these shortcomings are common across all B2B industries: high commercial risk, misdirected R&D, incrementalism, and overlooked opportunities. They desperately need solid customer insight training (based on customer interview workshops).
Second, the recipe for meaningful organic growth is simple: Understand and meet customer’s needs better than others. Nothing else can provide rapid, profitable and sustainable growth. Most companies compete by trying to meet customer needs better… but good luck relying on smarter R&D. Instead, compete to understand customer needs better. B2B customers are a reservoir of knowledge, interest, objectivity and foresight usually untapped by your competitors. And it remains untapped without training from a solid customer interview workshop.
Third, large companies have thousands of sales, marketing, and technical interactions with customers annually. Instead of relying on hired guns to do their voice-of-customer work, they should use VOC by the masses. This is what our customer insight training–based on New Product Blueprinting–does for your organization: It turns your employees into masters of B2B customer insight. (See how our clients are doing this in these case stories.)
We offer a variety of New Product Blueprinting training options: