This is perhaps one of the most important and powerful questions a B2B marketer needs to ask. But, there’s a twist…
When you ask it, you need to role play.
First, you need to step into the shoes of your customers and commit to understanding what’s in it for them. Why should they care? They’re busy dealing with their own problems. Do you know what these problems are? Therefore, is your value proposition relevant to them? Is it worth it to them to make a change? How can you find this out?
Second, you need to think about your sales folks. Most companies take their sales team for granted. They assume that if we build it, they’ll sell it. Do your sales people really understand the value of your product or service? Do they understand the right situations to sell into? Do they believe in the solution and have confidence that it will deliver real value to customers that they have built (or are building) a relationship with—who trust them to bring the right solutions to the table? Do they understand not just the benefits (to them and to the company) of selling the solution, but also the risks associated with doing nothing, which may open the door to a competitor?
And finally, look in the mirror and ask yourself—what’s in it for me? That is, what’s in it for me if I can fully understand and embrace the motivations of the customers we serve and sales people we support and rely on?