The Power of 'No': Finding Success through Specificity in Customer Relationships
Embracing Advanced Technical Specificity Over General Tools in Agriculture...
Your customer does not want general-purpose tools; they want advanced technical specificity.
I was recently talking to one of the best grain marketers I know.
He told me a story about a recent conversation he’d had with a customer he’s had for more than 15 years…
Out of the blue, this farmer turned to him and asked, “Do you know why I started working with you?”
The marketer admitted that he didn’t…
“You were the first advisor to tell me ‘no.’”
The reason no one is buying your product or hiring your service is that you have not done the work to identify who and what your product is for…
And more importantly, who and what it is NOT for.
“You want another feature? Sure, we can add that.”
“We can make this work for you.”
It FEELS like the right answer, but it’s not.
People can only handle one message at a time. Your customer can only focus on one problem and one solution at a time.
Stop diluting your message with noise. Stop selling generic tools. Start getting specific on what you are selling and who you are selling it to.