How to Turn Around Lagging Sales: The 6 Level "Customer First" Approach

Are you losing customer interest by pitching your solution prematurely? Don't. Instead, target your pitch to meet customers where they're at. Then, strategically move customers through the six levels of understanding and motivation necessary to want to buy your product. Remember: customer before product, problem before solution.

One health IT company with lagging sales kept pressuring their reps to pitch how their software improved medical device data integration better than competitors — a Level 5 pitch. However, customers didn't believe that a lack of data integration across devices was an urgent problem. Sales reps needed to get customers through Level 1 problem awareness, well before pitching their product as the best solution.

Don't just guess what level your pitch should first target. Use our Think vs. Know approach so your team can recognize what they assume vs. what they know about what level customers are at. Then do the research to a) verify what level customers actually are at, and b) reveal the corresponding reasons to believe and emotional hooks. Now you have what you need to pitch at the right level, persuasively move customers through the six levels, and make the sale!

Read more on how to measurably improve your products and marketing:

The Emotional Hook: How to Win Your Customers' Hearts "But We've Always Done It That Way" — Zen, Zero-Based Thinking, and a Fresh Approach How to Make Better Innovation & Marketing Decisions: The "Think vs. Know" Test

Powerful Results: Click here for real case studies that show you the results you can get.

Moshe Engelberg, Ph.D., M.P.H.
ResearchWorks, Inc.

Your Marketing Minute© is an electronic newsletter based on the consulting, teaching, and speaking of Dr. Moshe Engelberg. Please contact us with feedback, questions, or for further information at

ResearchWorks, Inc. is dedicated to helping companies in the business of health get measurably better marketing results. Guaranteed. Reach us on the web at or by email at

Next: The Essential "B4s" for Winning Products and Persuasive Marketing in Healthcare.

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