Marketing is sure their message is true and compelling. Sales is sure they can spin marketing’s hype so the customer will still be interested. And the buyer manages communication to keep sales at arm’s length and be safe from sales babble.
Sometimes it feels like everyone is sure they are right and everyone else is not listening or is holding the truth back or lying. If those others would just HEAR me they would know I am right and we would all move forward together.
The 21st century and the internet have given us a transparent world. Marketing, sales and buyers can see everything about the other. The buyer is in charge and deserves to have their wants fulfilled and their problems solved.
Everything that marketing and sales communicate must use the buyer’s language and be from the buyer’s frame of reference. Communication should start with a concept (the problem to be solved) that will comfort and compel the buyer to have a conversation (electronic or person-to-person) about whether that concept will really meet the buyer’s needs. Next it is about learning how working together for the buyer’s goals will work for both and what needs to happen to solve the problem.
When marketing and sales use their own frame of reference it is clear everyone is on a different purpose. If everyone is very clear about the buyer’s problem starting at the concept there is a single, focused, shared conversation and the result will be everyone understanding what is going on.