Your Situation:

I’m frustrated because I’m sitting with my sales people and it’s clear we’re doing more of the same and it isn’t working. My traditional media buys are beginning to feel like a black hole.  I know spending more is not going to help me. What’s worse, in my gut I know the consumer has changed the way they buy but I only have anecdotal evidence – nothing concrete. And all I’m getting from my sales and marketing people are excuses. It’s time for a new way to look at how to sell and market my products and services.

Our Approach:

We start by finding out what your products or services do for your customer. Why do your customers “hire” your particular offering to get a particular “job” done and what other options do they consider? This foundation opens up insights into why people are motivated to buy a particular product or service – the real value proposition. For that reason we look to create motivational profiles rather than demographic profiles. We do so by translating consumer interest into “jobs” language – what is the job the consumer is hiring this product or service to do for them.  That’s how you can generate demand for your offering – by understanding the job, you understand the core reason why consumers are motivated to “hire” your product or service.

Getting Started:

Go to best customers who use your products in different ways to get different jobs done and ask these three questions:

Go to worse customers and ask them these questions: