I met with a small software company. They make software that
helps accountants comply with new federal reporting regulations.
They said they were looking for a marketer with software
marketing experience. Of course. If you spend all day looking at your product,
it would be easy to assume that you were in the software business.
But that’s a mistake. They were facing the wrong way. If
they were looking for category experience, it shouldn’t be in software. What
they needed was a marketer who knew accountants.
What knowledge is more important in selling their
software—the traditional rollout pattern of software or what problems CFO’s
face?
They were facing backwards towards their own product rather
than forwards toward their customer.
Have you found yourself selling to internal stakeholders,
selling against competitors instead of selling to your customers?
Stop and look at the last communication you created. Are you
talking to your customer’s needs or are you talking about your product?
After countless internal meetings it’s easy to get turned
around. But before you send out anything more, make sure you are facing the
right direction.
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