Buyer-Enabled versus Customer-Centric
- Customer centric around the transaction. You get what you get. It operates as designed. But more and more, potential
buyers are rejecting the customer-centric transactional approach to the market. Everything that’s wrong with what you’re doing today. They are tuning your marketing out. Think about what’s the market is telling you:
- Buyers are rejecting the transactional world view approach because they are being overwhelmed by the sheer number of “look at me” messages.
- Buyers aren’t centered on the transaction, but rather their business problem.
- The transaction is the byproduct of my investment in solving this problem.
- Buyers start with my problem and end with your transaction
- You have a translation problem right now as you can’t map successful behavior from a buyer’s perspective. From their perspective, they can’t tell the difference between your products and your competitors. All the things that contribute to your success bridge into the buyers world, but they don’t see the difference in solving their problems, just messaging around the
- The rules of engagement are different. For buyers to see themselves in the solution, they need to see the right scenario
that looks like them. In traditional customer-centric approaches, you would end there during the sales process. You would start with generic value proposition to catch their attention and then let sales work with them 1:1 to identify their right scenario that met their needs. Now, with the noise in the market, they want to be empowered to start with their own solution and retain control throughout the process. Scenarios are the bridge to satisfying their needs but still transitioning into the transaction at the right time.
- Buyer enabled revenue generation is the process whereby you target with likely scenarios and build the path to transaction
throughout the engagement without stepping out of their buying process. Accountability from the market to the
sale enabling the buyers every step the way.
- The analogy is fishing with a fleet of boats versus building a fish farm in the ocean. Rather than taking boats out to troll
for fish and then net them; we are fish farming in the ocean:
- Demand generation is trolling
- Marketing automation is netting
- Salesis sorting
- In fish farming, the goal is to mature the fish not go looking for them
- Is the overall objective to find more fish or be a better fisherman?
- We don’t have to build the infrastructure for the fishing process; boats, nets, etc.
- Mature and pluck them out, no sorting.
- More expensive to find fish.
- If the goal is market share, do you care how you get there? Are you invested in being a fisherman?