One Simple Solution for Avoiding Customer Confusion

[Notes from a previous workshop – Part 1]

Two weeks ago, my team and I met with one of our key customers. What started out as a training session on creating loyalty and “becoming a member of your customer’s team” transitioned into a thought provoking workshop. The thoughts below are a recap of this four hour discussion around their real challenge of identifying, and avoiding customer confusion.

How many times have you put in the time, applied the latest sales methodology, leveraged your relationships…and got zip?

Simply put, we all have. It is part of our craft as professional sales people.

After working closely with my customers (more specifically, my customer’s customers), I have noticed a contributing factor that is deeper than them being ‘busy’, or wearing many hats. The challenge is simply that their customers and prospects are confused. The confusion may stem from delivering a fresh message in a recent M&A, poor branding, product and service parity, or a host of other reasons.

As in certain cases, customers and prospects are confused, and it creates certain challenges. Some of these may include a hesitancy to explore other products for upselling opportunities, or endless efforts in gaining your first appointment for new business acquisition.

In piecing all of the parts of the puzzle together, it became evident, and was agreed upon that they lacked a clearly defined cause for doing business with their company. In short their cause is defined by knowing and aligning with the customers needs, and articulating a clearly understood solution in a persuasive manner on a consistent basis.

Solution: Identifying your cause will eliminate their confusion.
Fact: People will unite around a cause.

Something to consider….

  • As a sales professional do you know what your company’s ’cause’ is?
  • As a sales leader does your sales team know what your ’cause’ is? Moreover, do they believe what you believe?


  1. What are the ‘game changing’ benefits of your ’cause’?
  2. Have you clearly communicated your ’cause’ so it is understood by your customer?
  3. How have you aligned your ’cause’ with the needs of your customers, or prospects?
  4. How have you taken this information and developed it both strategically and tactically?
  5. Do you have a new ‘idea’ that stands out?

You can remove your customers’, and prospects’ confusion by identifying your ’cause’ and implementing it using the five questions above.

The above is a small piece of the story. Contact me and we can go into greater detail.

People will unite around a cause…what is yours?

Stay tuned for part #2.

Keep selling,

Speak Your Mind