1. What does your company do?

    by
    “It’s Not about the Bike” — the title of Lance Armstrong’s excellent autobiography. Becoming a world class cyclist requires far more than the bike. Strategy, practice sessions, workouts, diet, and mental aspects impact performance far beyond the equipment. The implications of his statement occurs to me every day. For example, too often people think a software system will solve their business problem. Another is the way sales people answer the typical customer question: “what does your company do?” There are two perspectives that can direct the response: the vendor perspective and the customer perspective. Sales people often fixate on their products or services. They think customers are as interested in key features as are they. Customers are actually asking one of two questions. They may be asking the product or service question so they can attempt to self-diagnose. Have you ever heard a customer respond to a product oriented introduction,...

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