2.  You should NOT focus your marketing efforts on what your customers "need."

People - including those who are buying for businesses - don't buy what they "need."  They buy what they want.  The difference is a matter of perception.  You may perceive that an individual or a company needs your product or service.  But what is important is whether the buyer has the same perception.  If he/she does not, then it is not a need - no matter how wrong they might be.  If, instead, you learn what your prospects' wants are, i.e. their perceived needs, and focus your marketing message in that direction, you will have a far higher probability of getting them to buy.

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