It takes extra effort to beat an incumbent vendor. If you don’t demonstrate strengths that overcome the incumbent, you will not win.
Searching for that “really cool, unique item” that pushes the sale to close? How about understanding the customer’s need and then demonstrating how your product/solution solves that problem.
Sometimes, in our effort to build a better product, we expect it to do all the work for us. I like how phones tout new gadgets, but never tell us they run longer, have less bugs, and are less prone to breaking. Cars advertise new WiFi and speech-control options, but don’t show us whether the car is less likely to be in the shop every other week.
“Going through the motions” with your marketing research won’t give you much more than a flat view of your buyers. Without fleshing it out, you’ll miss the mark on buyer needs.
Don’t scatter your marketing efforts in hopes something sticks. Understand your demographics and then fine-tune your efforts to focus on them.
Don’t let your email marketing efforts become so generic, they become cheesy. Honest, direct communication is always best.
Are you preaching to the choir? Or worse, are you preaching to a hostile crowd? Make sure your message fits the people to whom you are selling.
Stop trying to get to the perceived unanswered question. Answer what is asked first, THEN look to expand if the recipient still has questions. Too often, we muddy the answer by over-explaining.
Make sure you hear the whole conversation or you may make a disastrous mistake.