Mercator

Try not to get bored by how little your customers know about you

I'm beginning to think there may be a correlation between the intelligence of the marketing executive and the speed at which they get bored with the minutiae of what they are selling. This doesn't as matter much if you're selling an image-led product like a soft-drink or perfume but it matters a lot with products like cars or financial services. The executive in the car company may consider that fuel economy or boot-space is a little prosaic when GPS and heated seats are the new standard but that doesn't mean that the prospective buyer sees things the same way. He or she hasn’t been living and breathing cars for the four years since they were last in the market and they are in a process of re-education. Your patience with them will be rewarded.