B2Bridge

Suppose you are looking for the sales arguments for a new technological innovation. Maybe you want to organize a brainstorm session with a couple of commercial people from within your company, and let creativity boost. Even without having a customer attend the brainstorm, you can find a lot of arguments that trigger the attention of customers. On condition, that is, you ask the right question to begin with.

Do ask - How could a customer benefit from this innovation? Or, how much money will the customer earn/save by using our innovation?

Do not ask - What is the strenght of our product? Why is our service better than the competitor's one? What is our USP?

The latter questions will force the attendants to focus on the product and on internal strengths, whereas the first question will help the attendants understand the potential clients viewpoint.

Of course, you eventually want to find the USP for marketing communications actions. And of course, you want to decide on what argument suites a certain sector best for optimal sales effectiveness. Take these decisions AFTER the brainstorm. Otherwise, the decision making activity would refrain the brainstorm attendants from being customer-oriented all the time. And, you would reduce the potential of the brainstorm drastically.