Developing Customers Requires Understanding Them

This wisdom from Seth Godin:

Every business has customers. In order to grow, you either need to sell more to those customers or find new customers. When thinking about your business, I'd ask:

-How difficult is it to get permission to talk to our existing customers?
-How difficult is it to get them to introduce us to their friends, colleagues and competitors?
-What's the worldview of this audience? Do they trust us? Are they looking for new solutions?
-Will this audience go out of their way to avoid us? Will they try to rip us off as a matter of course?
-How price sensitive are they? Will that change if a truly remarkable or game-changing product or service appears?
-Is there a problem that they know they have? If not, then we have to not only sell the solution, we need to sell the problem too (Jeremy mentioned that to me today--problems are missing from so many new product launches).

The biggest problem marketers make is misjudging their audience. The see the size of the market, but not its true nature: Their accessibility and eagerness. Their worldview and motivation. All too often, we say, "that's Sales' job." And it's true, a superstar salesperson might very well be able to sell to an audience that doesn't want to be sold to.

Marketers are guilty of hoping for too much from a typical salesforce. In my experience, 90% of the salespeople out there are below average (because performance is a curve, not a line). The superstars are hard to find, hard to keep and hard to count on scaling. So that means you must create a product that doesn't require a superstar to sell it. And the only way you're going to sell an ad to a [insert difficult marketplace here] is to create a product/service/story that sells itself.