Excellent post by Cristian Mitreanu titled
“How to Get Closer to Customers“.
It talks about a customer’s typical decision process which is really a serious of
issues where only the highest-priority get dealt with. Here’s an interesting observation
from the article:
We also observed that as the customer accumulates more knowledge related
to an issue over time, he will downgrade that issue within the issues hierarchy, replacing
it with another issue that presents a higher grade of uniqueness. As an issue evolves
along the hierarchy, so does the associated solution that addresses the issue. This
process represents the commoditization of that particular solution.
Read all about it here: How
to Get Closer to Customers | MarketingProfs.com