Those who don’t listen to today’s customers will miss out on tomorrow’s groundbreaking innovations and opportunities.
Only those who successfully use sales as a bridge between the firm itself and its customers can drive innovation and progress.
While the focus used to be primarily on hard selling, rational and direct sales methods, interaction, and long-term relationships now define today’s world of sales. Yes, the “customer is king” still applies but the term has taken on a slightly different meaning. Especially in the field of innovation, the customer takes a central role, ranging from problem giver to solver. Through a high interaction rate itself, the customer contributes strongly to the innovation process.
Therefore, developing products and services without considering your customer’s needs and preferences can hinder successful innovation. Additionally, intense competition increases pressure on companies to differentiate. Quite often, the role of the customer is overlooked within the innovation process. It is essential to identify those needs to develop innovative solutions that truly resonate with your target group. Sales staff are in daily contact with clients, a decisive source and success lever for a customer-centric innovation process. It is about to use this valuable source of learning.