Tag Archives: customer fundamentals

In Part I I covered the difference between benefit and value. Now we’ll go one step further. Relevant Benefits Knowing what benefits are relevant and most important to a customer in satisfying a specific set of needs is critical to understanding their buying habits. Example: Virtually identical food processors from the same manufacturer are offered […]

[Note: This story was told to me by John Coe, President of The Sales and Marketing Institute (http://www.b2bmarketing.com/) about a client he had when he ran a full-service direct marketing agency in Chicago.  He currently provides consulting and training in B2B lead generation and sales productivity improvement to firms throughout the US.] An interior architectural […]