“Conventional wisdom yields conventional results. Joining the crowd—no matter how trendy the crowd or ‘hot’ the opportunity—is a recipe for mediocrity.” – Jeff Haden, Inc. Magazine
Joe Terry welcomed #CTW16 attendees with the powerful quote above, and he did it for a reason: To draw clear battle lines in the marketing and sales world of today, with theory and feelings on one side, and data and research on another.
Put another way, you have in one camp so-called “best practices”—i.e. the marketing and sales techniques that top performers are supposedly using in the field. In another, you have a marketing and sales approach backed by tested and proven decision science—i.e. principles that have earned credibility through research in disciplines such as behavioral economics, neuroscience and social psychology.
Those two camps are your choices. But, if breakthrough, buyer-centric customer conversations are what you’re after, there’s only one choice that will consistently give you the differentiation strategy you need to win. And that’s a marketing and sales approach rooted in decision-making science, not best practices.
Decades of research in the fields above have revealed the hidden forces that shape how buyers frame value and make decisions. And that one word—“buyers—hints at the key advantage you’ll gain from decision science-based approach: it’s fundamentally buyer-centric. It’s about leveraging tested and proven techniques that help you understand buyer habits and tendencies so you can create real differentiation and urgency in your customer conversations. On the other hand, a best practices approach is seller-focused and concerned with emulating the behaviors of top marketers and salespeople.
As the opening quote from Joe’s keynote suggests, emulation is a prescription for mediocrity. To achieve breakthroughs in your customer conversations, you need to leverage counterintuitive skills and techniques, based not on inferences or hunches or good feelings, but on tested and proven principles grounded in brain science.
See Joe’s Opening Remarks here: