Bob London Master Class - Aligning voice of your customer with voice of your company, SESSION I
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HOW TO GROW BY TEARING DOWN THE VENDOR-CUSTOMER WALL A master class on aligning the voice of your customer with the voice of your company In this two-part master class, "B2B marketing Jedi" (per Forbes.com) and customer discovery expert Bob London will deliver actionable tips for how to Uncover your customers' Elevator Rant - what they're really saying when vendors aren't around; and Craft an authentic, customer-first messaging strategy that will increase your marketing and sales traction. Bob has conducted over 2,300 conversations with his clients' customers and used the resulting insights to develop their go-to-market messaging - as well as build a compelling Strategic Narrative that creates excitement and buy-in from employees, customers and investors alike. Session I: Uncovering Your Customer's Elevator Rant Bob's disruptive customer discovery questions that yield candid responses How to frame conversations, ask questions and follow up Tips on "listening between the lines" to maximize insights Session II: (to follow) Crafting a Customer-First Messaging Strategy Positioning your company in the marketplace Developing a crisp, winning value proposition Creating sales messages that start with the customer These sessions are designed to give Founders, business owners and senior B2B executives - CEOs, CMOs, Chief Revenue Officers and Chief Customer Officers - immediate and actionable takeaways.
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Bob London Master Class - Aligning voice of your customer with voice of your company, SESSION I
- 1. HOW TO GROW BY TEARING DOWN THE VENDOR- CUSTOMER WALL A 2-part master class on aligning the voice of your customer with the voice of your company.
- 2. ALIGNING THE VOICE OF YOUR CUSTOMER AND THE VOICE OF YOUR COMPANY Session I (today) Uncovering Your Customer's Elevator Rant Disruptive customer discovery questions that yield candid responses How to frame conversations, ask questions and follow up Tips on "listening between the lines" to maximize insights Session II (8/24) Crafting a Customer-First Messaging Strategy Positioning your company in the marketplace Developing a crisp, winning value proposition Creating sales messages that start with the customer
- 3. The Elevator Rant What is it? • It’s what decision-makers talk about on the elevator when vendors aren’t around. • In their words, not yours. Why do I need to uncover it? • To make marketing and selling easier. • And fuel profitable growth. How do I uncover it? • Ask better questions. • About them, not your product. • Then mute yourself.
- 4. New system for remote, preventative SFR maintenance (HVAC, water, mold) Tim, greetings and please excuse the unsolicited message. I'll be brief. I'm with an emerging tech company that's developing the "check engine light for the home." The system uses patent-pending, multi-modal sensors and AI to help SFR companies reduce maintenance costs by 10 - 25% by providing early alerts to potential HVAC, appliance, water and mold issues. The system can also improve the overall tenant experience and help differentiate your properties. I'd love your reactions. Do you have 20 minutes to chat? Or point me in the right direction? Best, Bob London Strategic Advisor to Stealth Tech Venture in the SFR Maintenance Space Two biggest prospects in our target audience Publicly traded companies $36B Market Cap EVP of Operations SVP of Operations
- 5. THE SECRET: RADICALLY AUTHENTIC CUSTOMER DISCOVERY What do you think is the biggest priority or challenge your board is discussing? What absolutely has to be OFF your whiteboard in the next 90 days? What’s the one thing you and your team need to get better at this year? If I gave you a magic wand, what problem would you make disappear first? I'm sure your job description is at least a page long. But what's the one thing your company is counting on you to get done?
- 6. Source: 9 Secret Elements of Highly Effective Sales Conversations from Gong, based on analysis of 1M recorded sales calls WE’RE NOT LISTENING. BECAUSE WE’RE PRETTY BUSY TALKING. 25 - 35% 65 - 75%
- 7. VENDOR-SPEAK. WISHFUL THINKING. HOPES & DREAMS. THROAT CLEARING. TALKING AT OR PAST THE AUDIENCE. CAN’T THEY JUST TELL ME WHAT THEY’RE GREAT AT? AND HOW THE PRODUCT WORKS? “AS A NEXT STEP, CAN WE SET UP A DEMO?” “THANKS FOR YOUR TIME. WE’LL LET YOU KNOW IF WE HAVE ANY QUESTIONS.”
- 8. VENDORS OWN THE WALL. VENDORS CAN DESTROY IT.
- 9. (INTERNAL) LET’S DEBRIEF. I THOUGHT THE PITCH WENT PRETTY WELL. WHAT DO YOU GUYS THINK? (TO PROSPECT) “HEY, APPRECIATE THE TIME TODAY. WHAT DID YOU GUYS TALK ABOUT RIGHT AFTER THE CALL ENDED?” “WOW, NO ONE’S EVER ASKED ME THAT BEFORE. AS A MATTER OF FACT, WE DID HAVE SOME CONCERNS. WANT TO HEAR THEM?”
- 10. WHAT ABOUT BOB? Marketer Turned Chief Listening Officer • Positioning • Value Prop • Brand Messaging Strategy • Go-to-Market Strategy • Customer Discovery B2B Tech Clients • 25X honored on Inc. 5000 Fastest Growing Companies list • Multiple EY Entrepreneur of the Year & Deloitte Fast 500 Winners Advisor/Coach • ParkMyCloud (acquired by IBM) • DCALive • IQexchange • Investor Pitch Coach Supporter of Entrepreneurial Ecosystem • Mindshare • U of Maryland Dingman Center for Entrepreneurship • CONNECTpreneur
- 11. TWO THOUSAND, THREE HUNDRED & SEVENTY-TWO* ONE-ON-ONE DISCOVERY CONVERSATIONS WITH B2B DECISION-MAKERS *AND COUNTING
- 12. EXTRAORDINARY COMPANIES DRIVE Innovation Insights Value-Add Support Product Are you consistently delivering the basic value the customer expects? Are you honest, clear, responsive & easy to do business with? Do you go above & beyond? Do you give customers insights that help them do their jobs better & make their lives easier? Does the customer trust you to bring them new ways to solve challenges? DIFFERENTIATED VALUE COMMODITY UNSPOKEN/ UNEXPECTED OBVIOUS / EXPLICIT
- 13. ELEVATOR RANTS LIVE ABOVE THE LINE Innovation Insights Value-Add Support Product Are you consistently delivering the basic value the customer expects? Are you honest, clear, responsive & easy to do business with? Do you go above & beyond? Do you give customers insights that help them do their jobs better & make their lives easier? Does the customer trust you to bring them new ways to solve challenges? UNSPOKEN/ UNEXPECTED OBVIOUS / EXPLICIT THE CUSTOMER VALUE MAP
- 14. chieflisteningofficers.com Start with their company’s challenges & priorities Not the product Ask bold, disruptive open- ended questions Not easy ones Ask questions you don't know the answer to No clichés Go where they take you Don’t solve or sell Make it a dialogue Not a survey RADICALLY AUTHENTIC CUSTOMER DISCOVERY 1 2 3 4 5
- 15. chieflisteningofficers.com 1. What do you think is the biggest priority or challenge your board is discussing? 2. What absolutely has to be off your whiteboard in the next 90 days? 3. What’s the one thing you and your team need to get better at this year? 4. What's the biggest challenge your customers need you to help solve? 5. If I gave you a magic wand, what problem would you make disappear first? 6. I'm sure your job description is at least a page long, but what's the one thing your company is counting on you to get done? 7. What’s the hardest part of your job? 8. If a competitor contacted you today, would you ignore them or want to learn more? 9. What are we great at - better than anyone else? 11. If you were having coffee with our CEO, what would you say? 12. What would make you a customer for life? A. THEIR COMPANY B. THEM C. YOUR COMPANY & PRODUCT 10. On a scale of 1 – 5, how easy or difficult do you think it would be to change providers? 5 = I can’t imagine the pain. 1 – no sweat.
- 16. chieflisteningofficers.com START WITH A QUIET MIND CHECK YOUR EGO, BIASES & DEFENSIVENESS BREATH & SMILE KEEP IT ALL ABOUT THEM START BROAD GO WHERE THEY WANT TO GO BE AUTHENTICALLY CURIOUS EMBRACE THEIR RANTS BE AGILE CONVERSE DON’T SOLVE NO SELLING RADICALLY AUTHENTIC DISCOVERY TECHNIQUES
- 17. TIME OUT: How do I know this is working? “Hmmm….” “That’s a great question.” ”No one’s ever asked me that before.” “Hang on, let me close my door.” “No problem, I can go a few minutes over.”
- 18. chieflisteningofficers.com “What’s the hardest part of your job?”
- 19. 85% OPEN RATE 65% CONVERSION RATE Subject: A quick favor if you can. Dear (first name): I hope this note finds you well. Knowing how busy you are, I’m always sensitive about asking for a bit more of your time. With that said, we’re embarking on a concerted effort to raise the bar on how well we understand our customers’ challenges and priorities. Not just day-to-day, but also the business priorities for the company overall. Ultimately, this helps us help you. Would you be available for a 30- to 45-minute, one-on-one phone conversation in the next week or two? As I said, it’s different from our regular meetings, as we’re basically looking for your candid perspective on a few topics—mostly around your company’s high-level priorities and challenges in the marketplace. If so, please reply with a couple dates/times when you’re free, and I’ll send you a calendar invitation. Alternatively, feel free to use this scheduling link to find a time that works for you. Your involvement would be greatly appreciated! If you have any questions, please don’t hesitate to reach me at (phone) or (email). Best regards, - You EMPATHY PRO TIPS 30 - 45 MINUTES IS THE NEW HOUR NO NEED FOR VIDEO SCHEDULING TOOLS HELP
- 20. WHY AREN’T COMPANIES BUYING OUR COMPREHENSIVE CLOUD MANAGEMENT PLATFORM? THERE’S ONE FEATURE…KIND OF LIKE A NEST THERMOSTAT FOR OUR PUBLIC CLOUD IS THERE SOMETHING WE’RE GREAT AT? CLOUD MANAGEMENT PLATFORM WITH ZERO SALES IN 12 MONTHS. ACQUIRED BY IBM.
- 21. WE SOUND LIKE EVERYONE ELSE. HOW CAN WE DIFFERENTIATE? YOUR SERVICE IS FINE. WHAT I’M WORRIED ABOUT IS WHAT’S ON THE HORIZON. I’M FLYING BLIND. WHAT WOULD MAKE YOU A CUSTOMER FOR LIFE? MANAGED IT SERVICE COMPANY WITH SLOW OR NO GROWTH INC. 5000 HONOREE
- 22. chieflisteningofficers.com “If you had a free (no obligations) hour with a world-renowned expert, who would it be, and what’s the first thing you’d want to know?” AMA!
- 23. chieflisteningofficers.com “What’s the biggest thing that surprised you since you signed the contract with us?”
- 24. chieflisteningofficers.com “If a competitor contacted you today, would you ignore them…or want to learn more?”
- 25. chieflisteningofficers.com “What would make you a customer for life?”
- 27. chieflisteningofficers.com Bob London +1 240 994 7644 bob@chieflisteningofficers.com www.chieflisteningofficers.com SEE YOU NEXT TUESDAY.