I don’t doubt you know the needs and preferences of your buyer community. Of course you do, you’ve been selling to them for long enough.
But that’s not the same as knowing what the individual buyer sitting in front of you wants and likes. One is a demographic and the other is a person.
Truth be told you can’t sell to a demographic; neither do they defect to your competitors and I’ve never seen one demand a lower price at contract renewal time.
People, however, do all of these things and more besides.
So, if you take the time to learn the specific needs and preferences of each of your buyers and then meet them it changes everything.
Your buyer will know you have not taken anything for granted. That you’ve treated them as an individual, not a demographic. That you care.
How would this make you feel?