Find out what is most important to the people who buy your product or service

You have heard this before in our newsletters. First is the need to make sure you really understand what is important to those who buy your product or service. Now this may sound obvious, but it determines what you need to say, and how you need to say it; so that prospects will hear what they need to hear in order to feel comfortable buying from you.

It is very easy to assemble a group of internal people around a table for a couple of hours and let the group talk itself into just about anything. Throw in a little office politics, and a race horse turns into the proverbial camel. But the only thing that really matters is what the people who write the checks think, your customers, so that makes it critical that we look at our business through the eyes of our customers and prospects.

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