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If You Don’t Know Who Your Customer Is, Improving Selling Skills Won’t Help

April 2, 2018

Over the past few days, I’ve been participating in a discussion about a struggling organization. It’s a start up, the CEO wanted help in developing sales skills. But as the discussion progressed, it was clear the CEO didn’t understand who their customers were. They were responding to queries from whoever happened to find their web site.

They also didn’t understand why their customers were buying, in fact it wasn’t clear that they understood what problems they were solving for the customer–their win rate was 1.7%.

Yet the CEO and many participants in the discussion were convince, all they needed to do was improve their selling skills.

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