Posted March 01, 2012
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A Book Review Most people think of trying to show that their company is the best at something. They are determined to show how their product is the best and how it can do so many things. However, the most important thing to remember is that people want help with whatever problem they are having. If a person is in the landscaping business, you must understand what their problems are and that will help you “market” to that company. This book, by Patrick Renvoise and Christophe Morin, discussed learning the client’s pain. In the landscaping illustration, the client does not care about the mower, trimmer, and blower, ect. All they care about is having a manicured lawn. When trying to target that segment of the market, do not spend time and money showing the minute features of your product. Instead show how your product can give them that manicured lawn that they want. You...
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