The Simon Sinek book, Start With Why has been pivotal in helping me clarify WHY I do what I do. In another post, I talk about its impact on me at an individual level.
Having a focus on purpose is beneficial for brands that want to connect deeply with their customers.
I am starting to see that there are three levels or three types of knowledge that are essential to forming enduring relationships with customers.
- Product Knowledge
The most basic level is to know the ins and outs of our product. This includes how our company makes the product or delivers the service.
- Industry Knowledge
When selling into different market segments, each segment or industry has different requirements for your products. Also, different industries are subject to different market forces. It is valuable to stay abreast of these differences.
- Customer Value Drivers
Come to understand what matters to our customers. WHY do they buy from us? We need to know what matters most to our customers.
What makes a certain customer a great fit for your company?
When you understand their motivation for going with you, it sets you up to serve them effectively. It becomes the basis of customer loyalty and builds a mote around your customer that is hard for your competitors to penetrate.
In a sales or consulting space, we must help our customers clarity their WHY for engaging our products and services.
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The Lord will fulfill his purpose for me;
your steadfast love, O Lord, endures forever.
Do not forsake the work of your hands.
Psalm 138:8