Question: How do you lead prospects from unique markets and industries down a buyer’s path to a purchase? Answer: You reverse-engineer the customer’s journey. It’s actually a straightforward process of delivering value along the customer’s path when you position your brand, products and services according to their vertical market. In a previous article, I shared […]
Helping prospects and clients inform themselves during their customer buying journey is not a one-size-fits-most process due to the exponential growth of online search. Instead of manufacturers and systems integrators publishing generic product features, benefits and specifications, today’s influencers and decision-makers are searching for how products work in their unique vertical markets and applications. To […]
The reaction from the senior pastor — interrupted mid-sentence by the unmistakable, squealing shriek of audio feedback — was immediate. As he stood who staring up from the stage below to where I stood behind the audio console above, his backlash was swift and sharp. An audible sigh, amplified for all 2,000 seats to hear, […]
In the sweltering humidity of Orlando in June, InfoComm hosts tens of thousands of attendees, each traversing the exhibit hall floor to find technological inspiration and an air-conditioned respite from the sticky Florida air. Among these roaming masses are the nondescript technical directors, front-of-house engineers, video production staff and volunteers sent by their church leaders […]
One need not envision a distant future of me-too products and companies vying for market sales when considering the future of the AVL industry. Our future is upon us and the end of features and benefits has already slipped past, like a buoy fading with the Doppler effect of time on the sea of sameness. […]