Today we will come down to the exact reason, why this idea is critical for anyone in marketing, product management or sales. This quality is absolutely critical to know and understand why someone is not buying from you, or why someone is not referring customers to you etc.
Marketing and product management teams have to ensure that their product / service sells in the market. That there’s a demand for their product or service on a continuous basis.
If the product is not moving then it becomes imperative to check out the prospects on why they aren’t buying from you. Is the category itself not moving or only your product within the category.
A lot of time guys in the field assume it’s price. That’s the first statement you will always hear if your product is not moving with respect to the competition in the same category. It’s very rare that people get out, in the field to ask questions to the prospects.
Like I mentioned in the first two posts , most of the times, it is our ego and our fear , which stops us from asking the questions. Asking the right questions in the market is key to getting your marketing right. If inspite of all the systematic planning you do, with identifying the single target market and identifying the differentiators and also educating your prospects, then its critical that you get down into the market and systematically ask a large cross section of the market, on what is the hinderance in wanting to buy your product.
A lot of times its just the perception, that is causing people to resist what you have to sell. Sometimes its lack of knowledge. But you will not be able to address these things if you don’t ask. Curiosity is not always a bad thing. And curiosity to know why the product that you are selling is not moving is absolutely essential for your business.
Till next time then.