Awkward Reality #192

Awkward Reality #191

It won’t be a great customer interview if you only talk to their summer intern.

191-Summer-Intern

You want to get the right B2B interviewees in the room, but setting up great interviews can be tough. Interviewees may think… “I’m too busy… I don’t want to discuss confidential information… I can’t be bothered by a boring survey… I’ll bet they just want to sell me something.” Knowing how to overcome objections is as important a competitive edge as the interviewing skills themselves.

More in article, 9 Best Practices for Recruiting Customers

Awkward Reality #190

Awkward Reality #189

There are three types of growth. You can control one of them.

189-3-Types-of-Growth

The first is inherited growth from products launched long ago, which now “carry” your business. The second is market growth… the tide that lifts all boats. You can only impact the third—earned growth—by doing a better job than every competitor in understanding and meeting the needs of a market. This means it’s easy to be lulled into thinking your underlying growth is greater than it is.

More in white paper, Catch the Innovation Wave (page 14).

Awkward Reality #188

All B2B markets are not created equal. How well do you understand yours?

188-How-B2B

The term “B2B” is useful, because business customers can be so different than end-consumers. But it’s a blunt and imprecise term, and we can do better. Check out the “B2B Index” developed by The AIM Institute. The higher your market’s B2B Index, the greater you can engage customers… in both early-stage and late stage marketing. (This is a free service.)

Calculate your B2B Index at www.b2bmarketview.com

Awkward Reality #187

A great customer interview is all about the customer. You should be fascinated by their world.

187-Fascinated-Businessman

Imagine a fellow on a date that talks about himself for an hour. His only questions are, “What’s your income? What’s your educational level?” Then he closes with, “Will you marry me?” Does this sound like an old-fashioned “qualify-and-then-close” sales call? As in a good date, you should be genuinely interested by your customer and their needs.

Learn more about B2B innovation at theaiminstitute.com 

Awkward Reality #186

Stop worrying about your competitors. Start worrying about customers’ alternatives.

186-Worried-Businessman

These may be the same… or not. If you make welding machines, your customers’ alternatives may be mechanical fasteners or epoxy adhesive. When you have a choice between supplier-centric or customer-centric thinking, always choose the latter. Exploring customers’ alternatives passes this customer-centricity test.

More in article, Is Your Innovation Supplier-Centric… or Customer-Centric?