If we were to tell you that the world is in the midst of another major digital revolution, would you be surprised? We wouldn’t — because technology is seriously rocking our world, and it’s creating unprecedented disruption in its wake.
It’s completely changing our methods of doing business and transforming the business models of each and every industry. Soon, almost anyone will be able to invent new products cheaply and quickly. And to make things even more challenging, the new competition is selling directly to the end user.
So where does that leave us? We can bury our heads in the sand and rely on existing methods that have worked until now, and hope for the best. Or, we can accept the fact that we need to adjust, challenge the status quo, and take advantage of these changes to not only survive but actually boost our businesses.
But where do we start? First, it’s important to understand that the single and most important factor in this new era is the customer who actually uses your product or service. Not your product/service, or your technology, or your market — your customer! At the end of the day, your success is determined by how well you know your customers and how well you meet their needs or solve their challenges.
This means that before you do anything else, you need to identify, understand and talk to your customers.
This involves meeting customers at different points on their journey, mapping their journey and fully understanding their needs.
Once you’ve done this, you can go on to define your potential buyer personas; identify how you meet their needs, motivations, pain points and challenges; create relevant offline and online content and tools to communicate with them; reallocate marketing and sales (and other) resources to match the real needs of your customers; and create collaboration between your marketing and sales (and other) teams.
But first, get to know your customers! From there, the rest will follow.