Lack of knowledge about customers makes it difficult to find solutions

Since developing the idea of buyer personas twenty years ago, I have collaborated with several leaders. leaders who are in charge of their organization's entire business, marketing, or sales operations. The urge to learn more about their consumers and customers is something I often hear. Particularly when things is not going as expected. Simply said, something is not functioning.

That item may be connected to:

• Growth plans have fallen short
• Competitors have made significant inroad
• Marketing plans miss the mark
• Sales have fallen way short of the target
• Customer churn is increasing

You got it. There are several problems, and they are connected. And when they do appear, you can both hear and feel the desperation.

Lack of understanding of consumers and customers is often the root of many of the difficulties experienced. Leaders remain unsatisfied even after ordering multiple analytical studies. seeking explanations for what is taking place and the reasons behind these issues.

The propensity to assume difficulties are connected to tactical weaknesses is one that is often seen in these circumstances. that either the effectiveness of their employees in marketing or sales, or the manner those tasks are carried out, must be inefficient. rather than lacking sufficient knowledge about their customers.

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I can detect whether leaders have formed the assumption that issues are mostly the result of tactical flaws when I ask them what they want to know. Here is a sample, for illustration:

• “I need to know what they think of us and our salespeople.”
• “Why did they choose our competitors over us.”
• “What are the common objections they have?”
• “What content do they read when evaluating our products?”
• “What makes us different when compared to our competitors?”

These are only representative replies. They are similar in that they are more interested in learning about tactical flaws than in developing a deeper knowledge of customers.

I highlight the following while teaching leaders on how to lead in a customer-focused manner:

“Do you realize what you want to know and what you asked for is a basic sales-oriented win/loss analysis?”

highlighting the fact that when you don't know your consumers, your only option is to look inside. Instead of concentrating on how to assist customers in achieving their objectives and resolving complex issues.

I continue to see win/loss analysis being disguised as buyer insights and the foundation for buyer personas, just as I saw twenty years ago. One of the reasons I created the idea of buyer personas was due to the drawbacks of the win/loss analysis.

Although they have a role in assessing sales efficiency, a deeper comprehension of purchasers is what will provide you with the real-world solutions. And you still have the issue of not knowing your customers.

Thanks to Tony Zambito at Business 2 Community whose reporting provided the original basis for this story.