You Know More Than Your Customer - Gene Moran, Capitol Integration

You Know More Than Your Customer

It’s just a fact. More often than not, the company selling to the federal government knows more about their customer than their customer knows about them.

Three reasons why this is true:

  • Your customer does not have your level of specific technical expertise. They think they know what problem needs to be solved, but they don’t know how best to solve it. You, on the other hand, know the art of the possible.
  • The customer may have zero practical business experience. This occurs particularly in defense, but it applies elsewhere too. Therefore, the customer cannot reasonably evaluate what is possible, practical, or commercially viable in the same way you can.
  • Your customer should know what the budget documents say, but all too often, they just don’t know those details. When the budget details change, customers are often the last to learn of the change.

Educate Your Customer

Question: Accepting that my premise is true, what can you do with this knowledge?  

Answer: Apply serious thought and effort every week toward finding ways to educate and inform your customer. A fundamental aspect of influencing and shaping more favorable outcomes is education and awareness.

Pro-Tip: Think about the people from whom you have learned the most in your professional career. They don’t claim to know it all or talk down to their audience. More likely, they find common ground on which to connect, then collaborate, then convey their expertise. Allow your audience to see you as the trusted expert that you are.

Think about the people from whom you have learned the most in your professional career. They find common ground on which to connect, collaborate, and then convey their expertise. Allow your customer to see you as the trusted expert that you are. Click To Tweet

Need help engaging with the federal government for a policy or funding your product? Schedule a call with Gene.

To get a copy of Pitching the Big Top: How to Master the 3-Ring Circus of Federal Sales, or information on federal sales, visit Capitol Integration.

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