Empathy Helps Obtain Consumer Insights to Accelerate Sales

Empathy Helps Obtain Consumer Insights to Accelerate Sales

Having empathy for your customers enables you to get more insights. When a customer, or a respondent in a one-on-one interviews, sees and knows that you care about what they have to say, they will tell you more. Regardless of what the data says, every person has a different story. Are you sincerely interested in hearing it? I believe it's incumben...

Tom Smith

Tom Smith

Consumer Insights From the Sales Channel Accelerate Sales

Usually when I say "consumer insights," people think I'm talking about the end-user consumer of a packaged goods product. The following is not about end-users of a consumer product, it's about pool and spa equipment dealers. Most homeowners with swimming pools have no clue as to the brand of pump, heater or filter they have on their pool -- they ...

Tom Smith

Tom Smith

Consumer Insights Accelerate Sale of Golf Club

This is another "real life" example of insights accelerating sales; however, it was somewhat indirect. This is the third gated golf community for which I worked, but the first for which I did any formal qualitative research. By having in-depth one-on-one interviews with the members, I was able to really get a feel for their emotional attachment t...

Tom Smith

Tom Smith

Be Customer Centric to Accelerate Sales

Excellent webinar entitled "Unleash the Power of Marketing to Drive Innovation and Profit" presented by Ranjay Gulati, professor of business administration at the Harvard Business School and author of Reorganize for Resilience: Putting Customers at the Center of Your Business. Mr. Gulati shared the results of his research in which he studied the pe...

Tom Smith

Tom Smith

Get Consumer Insights by Having "Fresh Eyes"

A lot of people I present my findings to express amazement at the types of things consumers (end users, employees and channel partners) tell me during the course of an interview. In fact, one SVP of sales who had been in his role for 20 years stopped me in the middle of my presentation to explain, "how did you get them to tell you about that, I've ...

Tom Smith

Tom Smith

How Consumer Insights Improved Volvo Truck’s Marketing

When I was an account supervisor on the Volvo Truck account, I flew out to Ogden, Utah where Volvo had a production facility. I rode in a Class 8 Volvo TTES truck all the way back to Greensboro, North Carolina. At the time, this was Volvo's most luxurious truck. Over the course of my five-day trip, I had in-depth one-on-one interviews with truck...

Tom Smith

Tom Smith

15 Questions for Channel Partners to Accelerate Sales

Following are 15 questions to consider asking your channel partners in order to get insights that will accelerate sales. Keep in mind a broad definition of channel partners. These may be your employees, your ultimate channel partners, your sales force, distributors or manfuacturers' reps who sell several products or services. Questions should b...

Tom Smith

Tom Smith

Insights Reduce Churn, Accelerate Sales, in Telecommunications

Amdocs just completed a study with Informa Telecom and Media that highlights the importance of customer retention and loyalty programs. Sixty-six percent of operators believe customers are less loyal today than they were two years ago and 70 percent of service providers cite customer retention and loyalty as the critical factor for driving growth w...

Tom Smith

Tom Smith

Conversations Generate More Insights Than Surveys

Vovici recently posted a blog entitled "58% of Respondents Don't Like Surveys" (http://bit.ly/dWhQwz). Vovici fielded the survey and describe themselves as, "the leading provider of intelligent online survey management and feedback solutions." As I've gained more experience garnering insights from different target audiences, I recommend talking t...

Tom Smith

Tom Smith

Why Don’t Your Customers Want to Talk to You?

Are you providing a product or service that addresses a problem or concern of your customer? What's driving you to buy our product? What problem are you trying to solve? Have you used our product before? How's our service? What can we do to improve our product or service? A lot has been written recently about how customers don't want to have a ...

Tom Smith

Tom Smith