3 Reasons Why Letting Customers ‘Drive The Bus’ Could Be A Winning Strategy

Is Steve Jobs still a success with today’s customers? It’s possible. Oder vielleicht nicht.

His quotes about marketing, sales, and development include the following: “Some people say, “Give customers what they want.” But that is not my approach. We have to find out what they want before we do. Jobs’ strategy for pushing products worked. However, buyers today may wish to have more control over their purchases and how they are delivered.

CSO Insights reports that 70% of B2B clients conduct extensive research before starting formal sales processes shows. B2C interactions see a jump in the number of customers who conduct thorough research before purchasing. It is now at 85%. Customers don’t wait around for orders. Businesses may be interested in this trend.

Let’s face the facts: Any company of any size can gather massive amounts of data from buyers and get feedback in near real-time. Companies don’t have to wait to make changes after a marketing campaign ends. Instead, both sellers and marketers can pivot in real-time based on buying changes and incoming sentiments.

It’s easy to see how incoming data can be used to help customers engage and meet their needs. Take the 2020 pandemic as an example. People-centric companies were able to quickly make changes that improved the customer experience and met people’s requirements. 

1. Undeveloped markets can be identified. Corporate team members can find it difficult to spot potential markets without listening and learning from their potential buyers. Buyers’ feedback often encourages internal marketing departments to add products or services to their portfolios. Businesses can be a serious asset and remain ahead of the competition by being in touch with customers’ needs.

Think about Nurx. It was an unusual online place where you could buy birth control discreetly, cheaply, and proactively. Nurx’s growth has been driven by patients’ feedback. Nurx’s medical team recently added rosacea treatment and products to address many patients’ “dermatology deserts.”

Yes, it can be hard to stay open-minded to the next thing you might offer. But, being open to new trends and aware of them can lead to great opportunities.

2.Fear can be stopped. As 2020 approached, businesses realized they could not be sure of anything in their lives. Companies had to embrace flexibility, even though they planned meticulously. Flexibility is a liberating trait because it eliminates the fear that a plan could go wrong.

Your marketing process must include uncertainty when you allow customers to pilot your ship. Certain uncertainties will always be part of the territory. However, it doesn’t need to be frightening. It can be very stimulating and even encourage more innovation.

Robyn Bolton of MileZero says that uncertainty is a catalyst for creativity if it isn’t controlled. Uncertainty is often a good thing for businesses, she says.

3.It is possible to strengthen your relationships with buyers. In the past, buyers and corporate relationships were treated as transactions. They have been viewed from a supply-demand perspective. This is changing with social media.

Customers are currently closely monitoring brands to see what they do. Customers hold companies accountable for living up to the mission and vision statements. In an age without instantaneous global response, this kind of scrutiny was unheard of. This can be an excellent way for companies to reach deeper levels of consumers.

Giving customers greater control over aspects of your offerings, such as how to buy, can help you build buyer-selling trust. You’ll be able to create strong bonds with your customers and make it easier for them to refer others. Customers may reward you by referring others.

Even in a world with constant change, your team can’t know everything. Instead, you can rely on your customers for help in understanding your next move.

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Samatha Vale
Samatha a senior writer for HC's entertainment team. She is an entreprenuer, mother and an excellent writer. She's also an avid reader, music enthusiast and all around inquisitive person - which is just a nice way of saying she's nosy.

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