AIM Archives - Tag: B2B

The B2B interviewer should have two goals: customer insight and customer engagement.

8-Customer-Engagement

Research shows the best way to sell a product is to probe customers’ needs. But why wait until the product is developed? If you probe beforehand, you’ll create a better product and “pre-sell” your product. This isn’t practical for interviewing millions of B2C toothpaste buyers, but it is for concentrated B2B markets. B2B engagement skills aren’t difficult. Do you have them?

More in newsletter, How to Grow in a Stagnant Economy (Nov-Dec, 2008)

Your B2B customers are smarter than you.

3-Smart-Customer

It may be OK for consumer goods producers to guess their customers’ needs. After all, their product developers are end-consumers themselves. But your B2B customers know so much more than you about their needs. Isn’t it silly to guess their needs, when they’d love to tell you… if you asked the right way?

More in e-book, Reinventing VOC for B2B (page 1)