No, this isn’t a post on the importance of retention/renewal/expansion, though the underlying principles can impact retention/renewal/expansion. It’s a very different focus on our customers, what they mean to us and what we mean to them. This came up in a discussion, someone was asking about Partners In EXCELLENCE, our GTM process, and our strategies. I mentioned, offhandedly, that we have a principle underlying everything we do. I said, “We are driven by creating customers for life!”

Information Asymmetry has been a powerful tool in buying/selling almost from when Eve convinced Adam to take a bite of an apple. Centuries ago, Francis Bacon said, “Knowledge is power.” We’ve always tended to wield that knowledge as a weapon, creating advantage to us. Information asymmetry occurs where one party has a disproportionate informational or material knowledge advantage over the other party.

Benefit selling is a sales approach that emphasizes the results and value of a product or service. Rather than focusing on what an ad space is—such as a 30-second TV spot or a full-page magazine ad—it focuses on what it does for the client, like boosting brand recognition, increasing foot traffic, or generating leads.