Our perspective on Sales and Marketing ...

...Help customers learn...

Sales and marketing costs are rising. Intense competition is driving some firms to seek economies of scale through mergers. Others firms hope to use technology such as Customer Relationship Management software to improve productivity. Neither approach works very well.

You can improve sales and marketing effectiveness by viewing it as a learning process. Your firm learns about prospective customers. They learn about you. Both sides invest time and effort. Yet most firms ignore the customers' investment (known as search costs and learning costs). They don't analyze how customers invest in processing information and in learning. 

Customers filter information in different ways. A message that resonates with one customer may not even register with another. Customers also exhibit irrational behavior. Irrational behavior was the subject of the 2002 Nobel prize in Economics. Recent research has produced new insights into consumer behavior. 

We can help you improve sales and marketing effectiveness by understanding how different customer segments filter information and learn. Our methodology will help you understand the impact of the Internet. We couple deep expertise in the economics of information processing and customer learning with extensive practical experience in sales and marketing.

For more information, please contact us.

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