Insight selling.

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Consumers are much more emancipated than twenty years ago. The internet has contributed to a deeper knowledge about products, contract conditions, and prices. Since Brent Adamson, Matthew Dixon and Nicholas Thoman announced the end of “solution sales” for business to business negotiations in the “Harvard Business Review”, the alternative approach, “insight selling”, has gained traction with consumers. Jane O’Brian from the “BBC” gives some examples of this emerging trend.
In the time of the educated customer the lines between “business to business” and “business to customer” blur. In both arenas sales staff meets well prepared and knowledgeable individuals who know what they want. The classical “sales of solutions”, in which sales staff came around with expertise for an actual problem to help those in need, is coming to an end. Instead sales are generated by connecting to the lifecycle and context of a project or a product. Providing educational information, broadening the perspective and embedding the product in new contexts are core aspects of what is now called “insight marketing”. Thereby the producer establishes a continuous and often cross-medial presence in the conscience of the consumer. A popular example is an app for the Golf GTI embedding the car in a computer game which was downloaded more than 3.7 million times.
The discovery of Insight selling is surprising since it is nothing more than back to the roots marketing. The product is not seen in isolation but in context to life and the needs of individuals or companies using it. In fact, the highly educated and emancipated consumers of the future will exert even more pressure on companies to sell products which are truly valuable in their functionalities. This is how trading started some thousand years ago. Goods should be good.