The B.I.G. Blog

Selling is an art. And just like any art form, there are multiple approaches to selling. While painting and sculpting might not have an objective metric by which they can be measured, selling produces sales, which is a hard number. So, while impressionism may not be objectively better than pointillism, one type of selling can be said to be better than another, at least in specific contexts where it produces results.

Even if you know your product is perfect for this customer and would solve all their problems, if they don’t understand this, the perceived value isn’t there and they won’t buy from you. Getting the thought into the customers head – that your product is the solution to all their problems – is the last step. How do you do this?

In the professor’s perfect world, where everything matches right up with the textbook and the theory, our market segments would be perfectly defined and exclusive, with no overlap and easily differentiated characteristics that point us in the right direction. However, the real world will very rarely indulge us in such a way. We have to look into the muddy waters of reality and discern where our segments begin and end, often fighting through all the overlap and noise caused by the rest of the market.