It’s no secret that sales and marketing teams often experience healthy tension (some might call it “growing pains”) in their working relationships. But, if instead of focusing on their own pains, what if your sales and marketing teams focused on the pain of customers?
First, let’s identify what we mean by pain. Pain is the reason your customer is calling or scouring the Internet for answers. This pain often doesn’t surface initially; it’s a few layers deep, but it’s the key that unlocks customer trust.
As sales and marketing professionals, we’re often guilty of focusing too much on the features and benefits of our products and services. We focus on our own agenda: price, voltage, quantity, delivery time and so on. We’re comfortable with features and benefits because we wrote them. They’re simple, straightforward and often very clear and easy to remember. But the truth is, your customer can read your features and benefits from your sales sheets and your website. What makes them trust your company and, more importantly, what makes them purchase from you, is the ability to identify and alleviate their pain.
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