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“Your products are great, but your competitor gives me what I’m looking for,” the client replied. As they talked, the CEO realized that closing this deal — and other deals — didn’t come down only to product price, quality, features, or sales capabilities. The competitor spoke the language of the customer. Its salespeople knew how to anticipate the customer’s needs, work closely with its leaders, and come up with solutions to problems that hadn’t even been voiced yet. The CEO now saw that his company lacked one key ingredient necessary to deliver what its clients needed most: a deliberate, well-designed, and perceptive customer strategy.
