The Customer Elevator Rant

Transcription

1 The Customer Elevator Rant Before you can have an effective marketing and communications strategy, you have to know what your customers are complaining about on the elevator when you re not around. Bob London President London, Ink LLC

2 Bob London, President London,Ink London, Ink: Virtual VP of Marketing for B2B tech and professional services companies: assessment, strategy, positioning, planning Full service marketing execution: program development & management of awareness & lead generation; creative services Writer/Columnist Marketing, Business/Lifestyle Humor (Bobservations), SmartCEO Magazine

3 Marketing Practitioner & Expert

4 STEVE, I HAVE A GIFT FOR YOU: A BEAUTIFULLY FRAMED PICTURE!

5 Of me! It s an awesome picture of me, your new pal, Bob London! Featuring my patented casual-jacketthrown-overthe-shoulder pose It has an elegant, handcarved, wooden frame! Tell you what, I ll even sign it.

6 UM THANKS BOB, BUT I DON T NEED (OR WANT) A PICTURE OF YOU. What I d Really Love to Have

7

8 Now that s what I m talking about.

9 In B2B Marketing & Sales, You Often Have the Wrong Perspective: Yours My Elevator Pitch Our About Us Section Our Sales Proposal

10 Sound obvious? Consider this: In a London, Ink study of 50 B2B proposals, the average amount of focus on customer perspective was just 7%, based on word count. Web Site Design/Dev, $100K Budget % of Proposal Devoted to Customer Perspective o Vendor 1: 20% o Vendor 2: 3% o Vendor 3: 5% Custom Content/E-Newsletter, $70K Budget % of Proposal Devoted to Customer Perspective o Vendor 1: 6% o Vendor 2: 8% o Vendor 3: 3%

11 To shift your perspective and have an effective marketing and sales strategy You have to connect the customer s business challenges and priorities to your product or service.

12 To understand your Customers Elevator Rant, you have to know What are their biggest UPSTREAM challenges and priorities? What are they complaining about when you re not around? (At first glance, the rant might not appear to be directly related to your product or service.)

13 How do I uncover my Customers Elevator Rant? Try asking your customers

14 Engage 5 7 customers in a non-sales dialogue. 1. Their Perspective on Their Business What are your top 3 business challenges next year? What key initiatives have you prioritized to address those challenges? 2. Their Perspective on a Specific Functional Area Does (industry) have a reputation? What do you expect from a (functional area) provider? What are (functional area) providers missing? 3. Their Perspective on Your Business (Connect the Dots) How do your priorities and challenges relate to (functional area)? What would make you a customer for life? The most valuable 45 minutes you will ever spend with your customer. The best time to talk with customers is when you are not trying to sell them anything.

15 BUT WILL OUR CUSTOMERS ACTUALLY TALK ABOUT THIS STUFF?

16 Since you asked redacted redacted redacted

17 How many of you would like to have customers for life? How many have actually asked your customers what it would take for them to become customers for life?

18 Two examples 1. IT outsourcing firm facing stalled growth and perceived commoditization. 2. Vertical competitive intelligence company that is perceived as utility vs. value-added solution.

19 TIME FOR A FUN, ENGAGING EXERCISE

20 1. Write down your best understanding of your typical customer s elevator rant 2. Then write down how this rant might tie into how they make decisions on your products or services.

21 HOW DO WE SHOW CUSTOMERS WE GET THEIR ELEVATOR RANT?

22 1. Leverage the rant in your proposals and marketing materials. The Proposal Word Count Test # of Customer Focused Words in Proposal Total # of Words in Proposal = Should be at least 25% Customer Focus Quotient Usually under 5%

23 Your proposal should start where your last conversation left off. I heard your overall business challenges and priorities. (NOTE: This is not their pain point relative to what you are selling.) I accurately understand your requirements/pain. Here s our overall approach given your situation. Here s how we will address your requirements. Here are some other ideas and recommendations to think about. Now, here s some more about us.

24 2. Reflect the rant on your Web site. It s Not All About Us We obsess over the About Us Section Do we spend enough time on About You? o Articulate their Elevator Rant o Describe how you address the Elevator Rant o Define our sweet spot in a way that resonates o Give examples/case studies! Your goal should be for prospects to see themselves in your web site.

25 3. Incorporate the rant into your elevator pitch. What we are. (Quickly establish what bucket you fall into.) Why people need us. (The Elevator Rant they can identify with.) How we serve that need. (Your approach that addresses the Elevator Rant.)

26 Summary Change your perspective from About Us to About You. Understanding your Customers Elevator Rant is critical to having a successful marketing and sales strategy. The Elevator Rant isn t hard to figure out. Just ask your customers. Talking to your customers when you re not selling will yield new revenue opportunities. Do the Proposal Word Count Test today. Revisit the perspective of your web site today.

27 Thanks! Bob London President London, Ink LLC