Why Customers Aren't Buying What You're Selling-And What to Do About It
Why It Matters
Modern customers make purchasing decisions based on perceived benefits rather than product features. Yet many organizations continue focusing on technical specifications instead of communicating meaningful benefits. This misalignment creates a critical gap between what companies sell and what customers actually want to buy.
The Big Promise
Learn to identify, develop, and communicate compelling brand benefits that drive customer preference and loyalty, leading to sustainable market growth.
Impact & Outcome
- Increased customer loyalty through better benefit alignment
- Enhanced market differentiation and competitive positioning
- Improved product adoption and market penetration
- Higher success rate in new market entry
Who is it for
- Marketing Leaders: Looking to strengthen brand positioning and customer engagement
- Business Executives: Seeking to build sustainable competitive advantages
- Product Managers: Wanting to align offerings with customer needs
- Entrepreneurs: Launching new products or entering new markets
The Authors
Allen Weiss and Debbie J. MacInnis bring deep expertise in brand strategy and customer behavior. Weiss, as founder/CEO of MarketingProfs, has advised major tech companies like Intel and IBM. MacInnis's award-winning research has guided strategy for brands like Procter & Gamble and Hallmark.
