You say your B2B customers can’t tell you their needs? That would be a first.

It’s much more likely you don’t know how to ask them. B2C customers can seldom describe what will entertain them or boost their self-esteem. But B2B customers are knowledgeable, interested, and objective. They may not know the solutions, but they do know their desired end-results. You’ll learn this when you learn how to ask.

More in e-book, Reinventing VOC for B2B (page 15).

Dan Adams

Founder & President of The AIM Institute

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