Your Customers Do Not Care What You Do, They Care What You Do For Them

It's a familiar scene for me, standing in a workshop, introducing the concept of W3, and reaching the crucial point where I dive into the second "W" - WHAT. I often begin with a simple question: "Do you know the difference between what you are selling and what your customer is buying?" The silence that follows, punctuated only by the occasional cough or shuffle of feet, is almost palpable.

But here’s the truth: It’s not about what you do; it’s about what you do for your customer.

The Essence of Customer Perception

We all lead busy lives. Your customers aren’t particularly interested in your processes, the intricate details of your product, or even the journey you've been through to get to where you are. What they care about, truly and deeply, is how your product or service impacts them and their business. Theodore Levitt, a renowned marketing expert, put it brilliantly: “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”

Unraveling the 'What'

This brings me to BlackLocus, a data analytics company for the retail industry, where I served as the VP of Sales. Our initial assumption was that our customers were buying “data on companies’ competitors.” But upon deeper introspection, we discovered that our core offering was more nuanced. It wasn’t just about identifying competitors but discerning who posed the most significant competition at the product level, not the brand level.

Our real 'What' was providing insights into their most important products, identifying which competitors sold similar products, and at what price. Recognizing this subtle distinction reshaped our customer outreach strategy and fine-tuned our product roadmap.

The Power of Reframing

There's an undeniable power in reframing your 'What' from your perspective to that of your customer. It's not just about enhancing your sales pitch. This shift in perspective directly impacts your revenue model and product direction, setting the stage for genuine customer engagement.

When you approach a potential customer with clarity about how your product or service benefits them, you're not just another salesperson vying for their attention. You become a partner, someone who understands their needs and offers a solution tailored to those needs.

In essence, your 'What' isn't about your product or service's features. It's about the value you bring to the table. It’s the bridge that connects your offering with your customer's pain points. And the sooner businesses realize this, the quicker they can forge meaningful, lasting relationships with their customers.