How to: Address your customers’ challenges

Tim Riesterer, chief strategy and marketing officer at Corporate Visions, offers advice on how to engage with your customers in a way that will make your brand stand out

Building your sales messaging on what customers tell you their needs are is a good way to demonstrate that you can deliver what they need.  However, this seemingly reasonable approach has serious limitations. Principally, that you run the risk of delivering commodity messages that don’t differentiate you. That’s because, like you, your competitors are relying on the exact same inputs from prospects and customers. And more often than not, you’ll all be responding to those stated needs with similar capabilities.