Thursday, 22 May 2008

See it from the customer's point of view

Successful marketers have the knack of "seeing it from the customer's perspective."

A recent article, entitled 'Inside a deal', in The Economist, reported that people with perspective-taking abilities, get better results.

The article discussed research from The Kellogg School of Management at Northwestern University. A series of experiments showed that negotiators who were able to consider the others side's interests and think creatively were more likely to conclude a mutually beneficial deal.

However, perspective-taking is not to be confused with empathy, "Perspective-taking is the cognitive power to consider the world from someone else's viewpoint, whereas empathy is the power to connect with them emotionally," the article emphasises.

The crucial point is to understand what the other party's needs are, but not to sacrifice your own. If you are able to do this, you should be able to reach the deal that is best for both sides.

Negotiating is a vital skill for professional sales people. However, marketers have to be good negotiators as well. They have to negotiate with agencies and the media, for example. My early career as a salesman with Rank Xerox taught me many things - including the need to see things from the other person's point of view.

How about you: are you a perspective-taker? In particular - can you see your marketing from your customer's perspective?


The Marketing Compass (my marketing mastermind group for SME owners) is running another free-to-attend event on June 25th. Please email if you wish to attend.

We launched The Marketing Compass last month and already have 15 SME owners as members. Click here to read all about!

All the best with your marketing.

Tel: 01628 773128

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