Pinpointing why your customer buys is critical to eliminate waste, inefficiency and lost sales. Only by aligning with your customer and the context in which they exist will you be able sell consistently and predictably to your customers. Recognising the buyer archetypes you attract as a brand will drive systemic growth.

As salespeople, it's incumbent upon us to adapt to our customers and prospects. If you're hiring and onboarding new salespeople, expose them to buyers; have them listen to their story, listen to the language they use, learn their preference for detail or big picture, fast or slow pace, people or result orientation. Listening is a creative act. Speak to your customers to understand what it's like to be them, what matters to them, what pressure they are under, what they consider important. Make it mandatory for your CEO, your CFO, your COO, your CMO, your CRO, your CIO, you middle managers, your marketers and your salespeople speak to your customers to eliminate the errors that creep into your theories and assumptions.

Controversially, we discuss why most big data programmes operating on theory are a waste of time because they are built upon flawed thinking. Inadvertently, they lead to focus on the wrong end of the problem, then to a blame culture, misalignment away from service and frustrated customers who are unhappy and disappointed.

Hot tip: Look at what your end user customer is NOT doing rather than what they are doing. The strongest indicators for how you will grow will come from looking at those gaps

#AlexMoscow (#9mmPR), #PaulAlexandrou (#ModernEquivalent) and #MartinLucas (#GapInTheMatrix) join me to discuss the duality of business to help you focus on what the best organisations are doing that the average vendor does not.

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