1380AM WPHM: Morning Show Interview with Jaynie L. Smith

New York Times interviews Jaynie Smith for research findings that support survey outcomes by Boston Consulting Group. “Companies can be foreign owned, but they need to say that ‘We are still on your soil. We create jobs. We make quality products, and we’re delivering them quickly.'”

Research shows that 90% of businesses do not know what their customers want. In a world burdened with financial difficulties, American stores need to shape up.

Most businesses brainstorm to come up with a list of their “strengths,” or they have their marketing firm do it for them. Then they throw all the results against the wall and hope some stick. Well, some do. But wouldn’t it make more sense to throw them at the bull’s-eye and get more direct hits?

There is an old joke that says somebody is a great salesperson if he or she can sell refrigerators to the Eskimos in the Arctic. But in today’s thorny economy, less-than-stellar salespeople can find themselves left out in the cold if they fail to understand how to connect to potential customers. This week, MortgageOrb speaks with Jaynie L. Smith, CEO of Fort Lauderdale, Fla.-based Smart Advantage Inc. and author of the new book Relevant Selling, to understand the challenges of today’s sales environment.

What Do Your Customers Really Value? How to improve your marketing message and sales approach by aligning with customer needs

The big challenge is finding ways to sell quickly and effectively offline, too. In the book Relevant Selling, Jaynie Smith offers advice on how to do just that.