If you’re in a product management, product marketing or sales enablement role, consider replacing the phrase market problems with target customer goals. It will open your eyes to a whole new narrative, and it will help you deliver, market and sell solutions with more strategic customer value. The Playbook: Here’s how it works.
When the conversation starts with a generic market problem like “employee engagement is too low,” the conversation goes right to the product solution — a list of features that improve employee engagement. That approach keeps your organization focused on tactical issues instead of opening your eyes to bigger picture customer goals that lead to more valuable solutions.
When the conversation starts with a business goal that’s common across a market such as, “hospitals are trying to attract and retain more experienced nurses with specialized skills,” it forces the conversation in a different direction that yields far more valuable information to product, marketing and sales teams.
“Why is that goal important? What are the business drivers behind it? What’s standing in the way of achieving that goal?” Just to name a few.
If you’re a product manager, a goal-driven approach is paramount to delivering solutions that make customers better at what they do. If you’re in a marketing or sales role, that same dialogue demonstrates high credibility, which might be the most important aspect of differentiating your organization and its solutions from the competition.
If a customer-goal based approach can help you deliver, market and sell more valuable solutions and accelerate your growth, contact Proficientz to learn how our framework and training programs will get you there faster and easier than all the other market problem approaches.
Check out these articles for more perspectives on uncovering needs that are more strategic to your target customers.