In his second "Smart Marketing" column for the respected print and online publication, Sales & Marketing Management, marketing consultant, lecturer and author Scott Hornstein cautions that successful marketing is based on customers' wants and needs, as articulated by the customer.
Scott Hornstein: "When customers experience a marketing message, there are three subliminal questions they ask themselves: 'Who are you, and why should I care?' 'What do you want from me?' and, 'What's in it for me?' If the answers aren't apparent and compelling, the customer will be long gone."
Smart Marketing is part of S&MM's "Expert Voices" series, a forum for the successful strategies of industry thought leaders. Scott is proud to be among this prestigious group. Other "Expert Voices" series include Smart Sales and Smart Management.
"Marketers must be knowledgeable of how the customer decides to adopt the particular product or service. Who are the influencers, and what information do they need? Marketing messages ask customers to listen, learn, and be motivated - understanding the decision-making process enables marketing to bring the right message to the right individual at the right time.
"Take this example: A small manufacturer of printed circuit boards found a new competitor was initiating a price war. To formulate a response, he asked his best customers the basis of their loyalty. They told him: 'We are your customers because of the quality and service we receive; price is meaningless without that.' They showed that there are always buyers who'll want price first, but they aren't the loyal market segment."
Scott comments, "Marketing has some soul-searching to do - to shed the cultural "widely held beliefs" and incorporate first-hand customer information. Marketing rooted in how the customer lives and learns promotes a consensual relationship (especially with the best customers), reestablishes respect and trust, and maximizes customer satisfaction, retention and lifetime value.
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http://www.salesandmarketing.com http://www.hornsteinassociates.com/ 
