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In this task, teams were charged with selling Donald’s new product, Trump Ice (bottled water). The winner was simply team who sold most in a given period of time. Nick, a salesman by trade, was immediately confident his team would win if they would just step aside and let him work his magic.
Ereka, project manager for Nick’s team, urged Nick to sit with her at computer and research market and customer base for bottled water. Nick wouldn’t even hear of it. To quote, “Telling me how to sell is like someone telling Pope how to pray." So off went Nick using his same “high energy” sales pitch on every customer and focusing on what Nick wanted to sell - instead of finding best benefits for clients.
What happened? Nick flopped time and time again. A teammate (Bill) jumped in during one sales meeting and helped client to understand benefits of buying Trump Ice. Bill made sale.
In boardroom, George immediately noted his disappointment in how little team seemed to know about their prospective customers. And Donald chimed in by saying he had no idea why Nick thought his sales skills were so great when he had no clue about customers he was selling to. Ouch!
The bottom line? The team lost. Why? Because Nick was busy trying to sell what he wanted to sell, and in way he wanted to sell it, with no regard for customer whatsoever.
The moral of story? Know your customers. They are ones with money. It doesn’t matter what you like. If *they* aren’t happy with your site, your copy, your graphics, your product, or your service… they’ll abandon you cold.
When you’re creating a business plan, when you’re writing copy, when you’re creating a website, or developing a brochure. It’s not about you… it’s all about them. If one of richest and most profitable businessmen in world tells you target market research is vital to success, you can bet it is a wise strategy to follow.
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