Unmet Needs, Networks, Signals, Reputation….#CRM

I was reading a great post by my friend, and colleague, Brian Vellmure this morning (Network, Signals Reputation and Delight) and felt like adding to the discussion. Initially, I began to write a comment, but once it turned into a blog I reconsidered and posted it here.

Building a network and reputation is critical. Unfortunately, I feel as though the rapid emergence Brian mentioned can amplify your lack of competitive understanding of your customers. Like many of you, I’m concerned with crafting the right message and the right reputation. However, instead of worrying about all the tools and services empowering customers (and you) these days, let’s step back and look at things from the messenger’s standpoint. I know that sounds inside-out, but bear with me for a moment.

What matters?

Customers are simply not able to articulate what matters to them. They use the wrong language (wants, desires, benefits, ideas, solutions, specifications, delighters and exciters), and marketers pick that up…