Các khách hàng trung bình của kiến thức hoặc vấn đề của công ty và các giải pháp có thể cho họ là không hoàn chỉnh. Trung bình, khách hàng có một số hiểu biết về bản chất của vấn đề của họ, có thể đã thực hiện nghiên cứu Internet đáng kể | Assumption 2 The Comprehension Trap 39 to act. He has entered the market because he knows there is a problem at some level and there are solutions available that likely address it. For the sake of discussion let s place this customer at around 60 percent on the decision progress axis. The average customer s knowledge of his or her company s problems and the possible solutions to them are less complete. On average customers have some understanding of the nature of their problem may have done considerable Internet research and spoken to colleagues to learn more about the possible solutions but they don t have a significant depth of knowledge in either area. Let s place this average customer at the 40 percent mark on the knowledge axis. When I plot these points on the graph this customer s area of comprehension fills just 24 percent of the field see Figure . Clearly he is not prepared to make a high-quality decision. FIGURE The Decision Challenge 40 AVOIDING THE TRAPS OF SELF-COMMODITIZATION In other words the ability of your customers to connect your solutions to their businesses is very limited. They recognize that they may have a problem but they don t have a clear understanding of what that problem entails the risk they face or how the solutions in the market can resolve it. A customer who does not comprehend a solution will probably not buy it will certainly not buy it quickly and won t be willing to pay a premium price for it. Assumption 3 The Presentation Trap The negative consequences of the first two assumptions are exacerbated by a third assumption presentation is the best way to educate customers and communicate in a sales process. Sales organizations devote a tremendous amount of time effort and resources to the preparation and creation of compelling presentations. Everything salespeople do in the early stages of the sales process the prospecting contacting and qualifying of potential customers is aimed at creating an opportunity to present their .
