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Mary Schmidt Business Builder & Renovator


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Stop “Educating” Your Customer.

Mary Schmidt

Sep 16, 2015

Teacher in Ferris Bueller’s Day OffIf - after months of effort - you find yourself saying one or more of the following:

“They just don’t understand how our product can…(cure cancer, make their teeth whiter, solve world hunger…)
“They just don’t understand our value proposition.”
“They just don’t understand our pricing model.”

Bill the Cat Stop! If customers “just don’t understand” - it’s not their problem. It’s also not their job to buy your product, make you profitable, or grok your models or value proposition - particularly if you’re actually saying “pricing model” or “value proposition” to them. Ack!

Don’t “educate” your customer. Go where they already are.  How are they doing things today?  How can you easily fit into their comfort and/or happiness zone?  (Comfort and happiness are just as important in B2B - maybe even more so, since so many people dislike their jobs.)  And, that pricing model?  If they just don’t get it, it’s time to come up with a new one - and in doing so, banish the words “but” and “can’t” from your vocabulary (see above re profitable.) 

Note re educating - there’s a big difference between providing useful, relevant information and beating someone over the head repeatedly with marketing hoo-ha. 

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Social Media Isn't Free, Easy or Magic.

If one of the self-anointed experts contacts you, pitching magical thinking, ask:

1. What results can I expect if I work with you? (Note: Twitter followers aren't necessarily customers.)

2. What kind of time will I have to invest? (Social media, properly done, is all about personal relationships. You with your customers...and a good relationship takes time.)

3. How do I integrate social media tools with my current operations? (Your salespeople need to know what you're saying on Facebook. Your customer service process and policies should be consistent across the board, from phone to Twitter.)

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