AIM Archives - Tag: foresight

Don’t lob until you’ve learned

231-Lobbing

There are several things you should never lob at B2B customers until you’ve first learned from them. Don’t lob your hypotheses, prototypes, or new products—until you’ve learned what these customers want. B2B customers have high knowledge, interest, objectivity and foresight… so they can tell you exactly what outcomes they want… if you know how to ask. It’s both wasteful for you and insulting to them if you assume they can’t help you.

More in Leader’s Guide Videos Lesson 12, Stop leading with your solutions

When it comes to B2B customer needs, uncertainty exists in suppliers’ minds, not customers’.

163 Uncertainty 1

Many ventures try to create new products or services under conditions of market uncertainty. This is a huge challenge for B2C. But uncertainty does not exist in the minds of most B2B customers… who have great knowledge, interest, objectivity and foresight. If you know how to access this, your supplier uncertainty will plummet.

More in white paper, Lean Startup for B2B (page 12).

Be grateful for B2B customers… and thankful your competitors don’t understand them. Do you?

58 B2B Customers

If you were gathering customer insights about belts, would you rather interview someone using a belt to convey iron ore… or to hold up their pants? B2B customers can usually provide more insight than end-consumers due to greater knowledge, interest, objectivity and foresight. But these advantages are no advantage unless you use a B2B-optimized approach.

More in white paper, Catch the Innovation Wave (page 6).