Time and Effort or Unique Value?

The distinction between “features” and “benefits” is a staple in many sales training programs. It’s not what we provide the customer, it’s more about what the customer does with it to improve the circumstance of their work or their personal life. More to the point, how does what we do or provide make the customer’s situation better in some identifiable, measurable way?

A product-oriented approach to marketing is not new nor is it unusual. In his seminal article “Marketing Mopia,” Theodore Levitt broke new ground by challenging business owners and executives to turn their ideas about serving customers completely around. He chided business leaders who were intent on producing products and then going out and finding customers for what they had to sell. Instead, Levitt, a trained economist (not a “marketer”) insisted that the way to business success was to begin with the customer, find out what they need or want (that is, what would improve their circumstances, solve a problem or provide a solution) and calibrate your offerings to meet that need. In other words, according to Levitt, the purpose of a business is to “create and keep a customer.”

It's no secret that products and services can become commoditized over time. Competitors can catch and overtake just about any business with similar offerings. However, working from the outside-in, identifying the unique needs of target customers, and matching those needs with the organization’s unique abilities can result in long-term, loyal and mutually beneficial relationships with ideal customers.

Starting with the product or service you have to sell is common practice in business marketing. However, taking the customer first approach may result in better outcomes and a smoother selling process.

For more information on ways to improve the strategic marketing intent in your organization, contact me at joe@ajstrategy.com