What Buyers Really care About

Just read a really interesting article by Josiane Feigon on 'What Buyers Really Care (and Don't Care) About' (you can find it in Jill Konrath's latest newsletter which you can sign up to at http://www.sellingtobigcompanies.com). In summary the article tells us that the things that really matter to buyers are:

• The time you take to learn about their business
• Taking low-risk decisions
• Your reputation and how many others do business with you
• They want to know exactly what they will get from their investment
• They want to get the most value for their money and see returns years later.

So forget about telling your customers that you are the fastest-growing and offer the great service, support and training in your emails, phone messages etc. and focus on the things that really matter to them.

And to ensure that you fully understand what it is that matters most about the products and services that you supply, use customer surveys to regularly check this out and to find out how well you are performing and what you can improve on.