Why Do Your Customers Really Buy?

The Emerging Leaders and Key Executives of Executive Forums Silicon Valley were treated to a great educational topic around the marketing value of truly understanding why your customers really buy a companies products or services. This educational discussion was led by Bruce LaFetra, an industry consultant with a strategic marketing focus. Although we have had many educational speakers in our CEO Roundtable discussions with tactical marketing topics (LinkedIn, Advertising, Marketing Plans, Sales Systems, etc.), it was refreshing to move up to the 100,000 foot level and really understand some of the "why" behind successful marketing. With the added insight of discussing how this applies directly to the companies in the room, the impact and benefit to the members was amplified.

The discussion was started by turning around some of the traditional marketing thoughts about social media engagement, great customer service or even product or service benefits. Instead, an outside-in orientation perspective was presented to help companies understand three key strategic insights

1. Who are your real (and best) customers?
2. What business are you in (customers perspective)?
3. Why do they select your firm for products and services?

Unlocking these three key strategic insights is very challenging because requires capturing your customers frame of reference and moving beyond buyer logic (for buying) and into emotional reasons (for selecting your firm).

This change of perspective into your customers frame of reference allows your marketing activities to communicate why your firm is the best choice, the positive impact it will make on their business or life, and how they will feel when engaged with your company. Using this strategic insight can translate into a stronger competitive position, providing greater value to your customers, and stronger growth for your company.

If this type of strategic insight could benefit your business, I recommend you contact Bruce LaFetra or visit LaFetra Consulting for more information.