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

Jaynie L. Smith interviews on 1380 AM WPHM to discuss what it means to sell relevance. Relevant Selling: Research Proves Customers Value More Than Just Price

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.

Interview between Jaynie L. Smith, author of Relevant Selling, and “MO” at mo.com.

Jaynie L. Smith, a U.S. sales and marketing consultant, likes to tell the story of the company that stuck to basics. It believed customers buy from people they know and trust. So its account reps put all their effort into building relationships with clients, through social events, expensive lunches and golf matches at the finest clubs.

Listen to the interview between Jaynie L. Smith and Jim Blasingame as they discuss the competitive advantages of delivering on values that are relevant to your customers.

Listen to the interview between Jaynie L. Smith and Jim Blasingame as they discuss why research shows only 10% of businesses know what their customers really want and how to avoid this mistake.