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@londoninkBob London  President & Founder  London, Ink
Discovering
Your
Customers’
“Elevator
Rant”
Listening > Insights ...
@londonink
Steve, I brought you a small token ofSteve, I brought you a small token of
appreciation:appreciation:A picture ...
@londonink
That’s more like it!That’s more like it!
Driven to Excel
Driven to Excel
Intergalactic HQ
Intergalactic HQ
@londonink
Companies Have the Wrong
Perspective: Their Own
So Customers’ Real Issues (Rants) Go
Unheard…
…Making Marketing...
@londonink
@londonink
Everything Great thatEverything Great that
Happens in BusinessHappens in Business
Starts with ListeningStarts w...
@londonink
The
Disconnect
Between
Marketers &
Buyers
“The themes that many B2B companies consider
important for brand imag...
@londonink
Case Study: Commoditized IT ServicesCase Study: Commoditized IT Services
FirmFirm
We are great at
technology!
W...
@londonink
Case Study: Boutique Consulting Firm On a Losing StreakCase Study: Boutique Consulting Firm On a Losing Streak
...
@londonink
Fresh perspectives and insightsFresh perspectives and insights
to differentiate and grow your business are into...
@londonink
How to Listen:How to Listen:
One-on-One MeetingsOne-on-One Meetings
 10 – 2010 – 20 interviews.interviews.
 C...
@londonink
Sample QuestionsSample Questions
@londonink
YOUR TURNYOUR TURN
Share an Example of How YouShare an Example of How You
Listened to a Customer andListened to...
@londonink
Let’s Try It:Let’s Try It:
Groups of 4 - 5Groups of 4 - 5
1 Vendor, 3 - 4 Customers1 Vendor, 3 - 4 Customers
““...
@londonink
Will My Customers &Will My Customers &
Prospects Open Up?Prospects Open Up?
 600 Customer Interviews600 Custom...
@londonink
At Least 8 Great Things HappenAt Least 8 Great Things Happen
When You Listen to Your CustomersWhen You Listen t...
@londonink
Thanks!Thanks!
Bob LondonBob London
bob@londonink.com 240-994-7644bob@londonink.com 240-994-7644
www.londonink....
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Bob London: Discover Your Customers Elevator Rant

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Everything Great that Happens in Business Starts with Listening to Your Customers

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Bob London: Discover Your Customers Elevator Rant

  1. 1. @londoninkBob London  President & Founder  London, Ink Discovering Your Customers’ “Elevator Rant” Listening > Insights > Growth
  2. 2. @londonink Steve, I brought you a small token ofSteve, I brought you a small token of appreciation:appreciation:A picture of me, Bob London! An elegant, hand-carved frame made of the finest and most rare Brazilian teak! I even autographe d it! Featuring my patented “casual- jacket- thrown-over- the-shoulder” pose! Full color!
  3. 3. @londonink That’s more like it!That’s more like it! Driven to Excel Driven to Excel Intergalactic HQ Intergalactic HQ
  4. 4. @londonink Companies Have the Wrong Perspective: Their Own So Customers’ Real Issues (Rants) Go Unheard… …Making Marketing & Sales Less Effective Making Noise, Not Listening…
  5. 5. @londonink
  6. 6. @londonink Everything Great thatEverything Great that Happens in BusinessHappens in Business Starts with ListeningStarts with Listening to Your Customersto Your Customers
  7. 7. @londonink The Disconnect Between Marketers & Buyers “The themes that many B2B companies consider important for brand imaging appear to have minimal influence on buyers’ perceptions of brand strength.” IDC
  8. 8. @londonink Case Study: Commoditized IT ServicesCase Study: Commoditized IT Services FirmFirm We are great at technology! We are great at technology! Yes. You’d better be. The problem is, I’m a CFO, not a techie. So how do I not get blindsided by the next big tech wave—and decide whether we should invest —or not? We deliver great service. We deliver great service. It’s about our people! It’s about our people! Hmmm…would it be helpful if we educated you every 6 months on major tech trends and whether you should invest? Absolutely. We’re talking “customer for life.” CAN THE PATIENT BE SAVED? FIRED THE SALES GUY —SAVED $150K
  9. 9. @londonink Case Study: Boutique Consulting Firm On a Losing StreakCase Study: Boutique Consulting Firm On a Losing Streak 12 We’re as good as the big guys! We’re as good as the big guys! Actually we invited you to pitch because you’re NOT one of the big firms. Those are meaningless cliches. If you’re basically the same as a big firm then we’ll go with the big firm. We’re passionate.We’re passionate. We deliver personalized service. We deliver personalized service. Each of us (partners) chose to come here from a Big 4 firm. Here’s why—and here are the tangible benefits to you. Now I see the difference. We have no junior people. No sales quotas. And we limit the number of clients to ensure senior-level focus on each one. LOST 4 OF 5 PITCHES WON 6 OF 7 PITCHES
  10. 10. @londonink Fresh perspectives and insightsFresh perspectives and insights to differentiate and grow your business are into differentiate and grow your business are in your customers’ and prospects’ heads.your customers’ and prospects’ heads. You just have to ask.You just have to ask. The Customers’ ElevatorThe Customers’ Elevator RantRant™™
  11. 11. @londonink How to Listen:How to Listen: One-on-One MeetingsOne-on-One Meetings  10 – 2010 – 20 interviews.interviews.  ClientsClients and/orand/or prospects.prospects.  30 - 4530 - 45 minutes each.minutes each.  ““Agenda-less”Agenda-less” (No selling!)(No selling!)  GenuineGenuine curiositycuriosity..  InsightfulInsightful questions.questions.  Don’t beDon’t be defensivedefensive..
  12. 12. @londonink Sample QuestionsSample Questions
  13. 13. @londonink YOUR TURNYOUR TURN Share an Example of How YouShare an Example of How You Listened to a Customer andListened to a Customer and Leveraged the Insights in Some WayLeveraged the Insights in Some Way
  14. 14. @londonink Let’s Try It:Let’s Try It: Groups of 4 - 5Groups of 4 - 5 1 Vendor, 3 - 4 Customers1 Vendor, 3 - 4 Customers ““Vendor” Asks Questions to DiscoverVendor” Asks Questions to Discover Customers’ Elevator RantCustomers’ Elevator Rant 10 Minutes10 Minutes
  15. 15. @londonink Will My Customers &Will My Customers & Prospects Open Up?Prospects Open Up?  600 Customer Interviews600 Customer Interviews (my clients’ customers)(my clients’ customers)  > 80% Acceptance Rate> 80% Acceptance Rate  My Clients’ CustomersMy Clients’ Customers Actually Appreciate It!Actually Appreciate It!
  16. 16. @londonink At Least 8 Great Things HappenAt Least 8 Great Things Happen When You Listen to Your CustomersWhen You Listen to Your Customers
  17. 17. @londonink Thanks!Thanks! Bob LondonBob London bob@londonink.com 240-994-7644bob@londonink.com 240-994-7644 www.londonink.com @londoninkwww.londonink.com @londonink

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