Growth Tips: It’s all about them

Focus on what the customer needs, not on what you have.

January 31, 2013   by Andrew Shedden

To increase the effectiveness of your industrial marketing you need to understand this: prospects do not care about your company, your machinery, your building or your shiny delivery trucks. They do care about themselves and smart industrial marketers capitalize on this fact.

Changing the perspective of your marketing communications is the next step. Focus on precisely how your prospects will get their most pressing problems solved using your product or service. Clearly illustrate how they will benefit and your communications will resonate.

Adapt your sales process to being totally customer-focused. Frank Bettger wrote the following in his landmark book, How I Raised Myself From Failure To Success In Selling back in 1949: “The most important secret in salesmanship is to find out what the other fellow wants, then help him find the best way to get it.”

Change your focus and you’ll change your results.

Andrew Shedden is an industrial marketing consultant who helps manufacturing CEOs easily obtain rapid, sustainable, profitable, and guaranteed growth. For free business growth resources visit his website at

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