Not by asking direct questions or deploying surveys.
Learn to speak and sell in the language of your prospects and customers, authentically, using their words and references and speaking about their issues, not yours! It starts with listening, and it's not difficult to achieve.
FortuneWest InSight programmes are designed to get to the heart of the (sales) matter. They can result in customers and partners of our clients speaking for more than half an hour - completely unprompted. One has to be prepared to give people a good listening to!
We distinguish InSight from conventional customer survey and market research, and other forms of opinion and data gathering.
The temptation when marketing a product or service, or when selling, is to try to say too much when in fact too much information is counter productive and what you want is to present just enough of the right information. But just how do you drill down to the essential?
InSight helps you to answer important questions such as ‘what are you selling?’ and ‘what are your customers buying?’
A distinguishing characteristic of InSight is that you learn about your business in real terms, in the way that people actually speak and feel, undistorted by 'corporate speak'.
InSight programmes deliver breakthrough customer, partner and stakeholder intelligence that could not be captured in any other way.
"I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post: for support, rather than for illumination."