Message Not Sticking? Start with Your Target Audience’s Elevator Rant
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Our messages are forgettable because we start with the wrong perspective: Our own. What makes a message sticky? When it connects it to a problem the other person can relate to…a real problem that might be unspoken or non-obvious. This presentation explains the importance of understanding and leveraging the customers' perspective (aka their Elevator Rant) in your messaging.
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In Part I of this Master Class, we talked about uncovering your customers elevator rant which is basically the topics that are most important to them that they share on the proverbial elevator when there are no vendors around. And how important it is to understand those rants and the language they use - because that’s the language we’re going to use back to them when we message them.
And that’s what this presentation is about: Synthesizing the voice of your customers into a compelling, customer-first messaging strategy.Bob London Master Class - Aligning voice of your customer with voice of your ...
Bob London Master Class - Aligning voice of your customer with voice of your ...Chief Listening Officers
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.How Customer Success Can Get Out of the Weeds
Bob London of Chief Listening Officers presents these tips on how to have more strategic, revealing and insightful conversations with customers. Great for customer success, sales, product and marketing teams who need to get customers to open up and reveal their TRUE problems, priorities and perceptions.
Bob London of Chief Listening Officers on "How to Have More Strategic Custome...
Bob London of Chief Listening Officers on "How to Have More Strategic Custome...Chief Listening Officers
This webinar, originally hosted by ChurnZero on 9/16/2020, is full of actionable tips for customer success teams.
Description:
"That's enough about me, let's talk about you. What do you think of me?" This great movie quote describes how customers often perceive their vendor interactions.
So ask yourself, are your customer conversations and QBRs really about them - or are you focused on asking what they think about your product? Do you understand the "why" that drives their day to day priorities? Are they giving you their unvarnished perspective in a way that can help your company learn and grow?
Bob London of Chief Listening Officers has conducted over 2,000 interviews with B2B customers and other decision-makers. In this presentation, he covers:
- Bob's go-to questions that yield candid responses
- How to frame conversations, ask questions and follow up
- Tips on "listening between the lines" to maximize insightsBob London Presents: How to Go Back on Offense - July 23, 2020
The document provides tips for companies on how to engage customers during uncertain times by conducting customer interviews to understand customers' challenges and needs. It recommends asking questions like "What's on your whiteboard now?" and follow ups to gain insights. Companies can then use those insights to design products and services that address customers' top priorities like cash conservation, remote work support, and client satisfaction. The document also shares resources for customer discovery and feedback.
Bob London Presents: How Founders & CEOs Can Go Back on Offense, Courtesy of ...
Bob London Presents: How Founders & CEOs Can Go Back on Offense, Courtesy of ...Chief Listening Officers
Due to the pandemic and economic downturn, many technology and tech-enabled companies have adjusted or even cut back on their typical sales, marketing and customer communications approach. But your company still has to go forward at some point. You have to sell and grow. So, when do you make the shift to offense? And what does that look like?
Now's the time to think about it. This webinar is for curious founders and CEOs who want answers regarding the "when-how-who-what" of going back on offense.
Bob London, CEO of Chief Listening Officers and Entrepreneur in Residence at the University of Maryland’s Dingman Center for Entrepreneurship will lead an interactive workshop-style session covering:
What's on your target audience's whiteboard now vs. 60 days ago?
How can you align your solution with their new normal?
Are you "hugging" your existing customers enough?
Do your home page, prospecting emails or existing customer outreach reflect your positioning and value prop?
WHAT ABOUT BOB?
Bob London, founder and CEO of Chief Listening Officers, is a 20+ year marketing strategist who helps emerging B2B companies develop marketing strategies that start with learning the customer’s true perspective—what he refers to as discovering the customer’s Elevator Rant.
Bob serves as an Entrepreneur in Residence at the University of Maryland’s Dingman Center for Entrepreneurship. Bob's clients have been honored more than 20 times on the Inc. Magazine list of 5000 Fastest-Growing Private US companies. Bob is a regular and passionate writer and speaker on the topic of listening to customers, and his work and writing have been featured in the Wall Street Journal, The Washington Post, Forbes, the Miami Herald, USA Today, Inc. Magazine and The Washington Business Journal.
Bob also serves on boards of advisors for several high-growth tech companies and other organizations, including ParkMyCloud (acquired by Turbonomic), IQExchange and DCA Live.How to discover what customers don't tell you.
- The document discusses how companies can conduct "Agenda-less Listening Tours" to discover customers' unspoken needs and feedback through open-ended conversations.
- It recommends companies have disruptive, thought-provoking discussions with current and former customers to understand their perspectives better without any sales agenda.
- Tips for these discussions include starting with the customer's priorities, asking follow-up questions, dropping ego, and embracing both positive and negative feedback to gain valuable insights for improving products, services, and communications.
How to Discover What Customers DON'T Tell You (MindShare Alumni Event)
This document provides tips and strategies for discovering customer needs and priorities through agenda-less listening. It discusses conducting listening tours to understand what customers and prospects aren't saying directly. Key tips include starting conversations without an agenda, keeping questions open-ended, embracing customer rants, and focusing on understanding their goals rather than selling. The purpose is to gain insights that can provide value to customers and inform product strategy and positioning.
Agenda-Less Listening: How to Discover & Leverage What Your Target Audience R...
Agenda-Less Listening: How to Discover & Leverage What Your Target Audience R...Chief Listening Officers
I had a wonderful experience doing a talk/workshop with a group of CEOs, courtesy of Lee Self's Renaissance Executive Forum. We discussed the importance of discovering your customers' Elevator Rant (every customer has one!) and the method for doing this, Agenda-Less Listening.
The group was incredibly interactive and creative in their understanding and interpretations of the content. These are the best workshops--when the teacher learns something new to make the next workshop better.
Thanks all!Bob London (Chief Listening Officers) Presentation to WNG Entrepreneurs Round...
Bob London (Chief Listening Officers) Presentation to WNG Entrepreneurs Round...Chief Listening Officers
This document discusses the importance of thinking like a customer to grow your business. It recommends starting with authentic curiosity about customers' perspectives, listening to unfiltered customer feedback, and identifying unsolved customer frustrations. The document provides tips for having open-ended conversations with customers that focus on understanding their needs and priorities rather than selling. Conducting "elevator rant" sessions by asking disruptive questions and focusing on customers can help improve marketing, sales, and business strategy.Bob london's Curiosity Code: How to Grow by Thinking Like a Customer
I did this webinar in March 2018 for an international group of YPO members in the manufacturing sector.
You can get the FREE Customer Re-Discovery Playbook, which includes the entire methodology, at www.customerrediscovery.com.
THE PREMISE
- It turns out many businesses don’t fully understand their customers’ & prospects’ real problems & priorities.
- In this presentation I'll share a simple, “listening-first” approach that improves your ability to deliver additional value, differentiate & grow.
CHALLENGES
Customers Have More Knowledge/ Power.
Their Needs Change Over Time.
Irrelevant, Automated Marketing Creates Wall of Noise…Inhibiting Intimacy.
GOOD NEWS
Our Human Traits Can Close the Empathy Gap.
Invaluable Insights Are There for the Asking.
INTRODUCING THE CURIOSITY CODE
A new type of open-ended, unfiltered, non-sales conversation with customers & prospects solely to discover what the world looks like from their perspective.
TOP 5 REASONS TO LEARN YOUR CUSTOMERS’ 4 P’S
1. Clearer positioning & differentiation—less competition on pricing.
2. Improved marketing metrics & ROI.
3. Shorter sales cycles, increased win rates.
4. Increased customer retention rates.
5. Increased top-of-mind awareness, goodwill & trust.
BOB LONDON / WWW.CHIEFLISTENINGOFFICERS.COM
Get the FREE Customer Re-Discovery Playbook at www.customerrediscovery.com
Bob London / Chief Listening Officers -- Presentation to Smart City Works Inf...
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A presentation on customer discovery to the Fall 2017 cohort of the Smart City Works Infrastructure Actuator.ChurnZero Presents Bob London: HOW TO LEARN WHAT YOUR CUSTOMERS AREN’T TELLIN...
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This document provides a framework for customer success managers to discover and share customer insights. It discusses conducting curiosity calls with customers to gain unspoken or unexpected insights. The framework involves assessing a company's innovation, insights, value-add, customer service and core offering from the customer's perspective. Customer insights should then be shared with relevant teams through executive summaries highlighting insights and recommended actions. The goal is to use customer feedback to make real improvements that can increase value, revenue, sales messaging and reduce churn.(NABOE) 5 Questions to Reveal What Your Customers & Prospects AREN'T Telling You
(NABOE) 5 Questions to Reveal What Your Customers & Prospects AREN'T Telling YouChief Listening Officers
Get the FREE Customer Re-discovery Playbook www.chieflisteningofficers.com/free.
This Playbook includes 12 questions, listening tips and a sample project plan for your Listening Tour.
(c) 2017 Bob London, CEO, Chief Listening Officers, LLC.How Leaders Are Creating Meaningful Differentiation Using AGENDA-LESS LISTENING
How Leaders Are Creating Meaningful Differentiation Using AGENDA-LESS LISTENINGChief Listening Officers
1) The document discusses how leaders can use "agenda-less listening" to better understand what customers aren't telling them and create meaningful differentiation. It advocates having open conversations without preconceived notions to learn customers' perspectives.
2) It provides tips for conducting an "agenda-less listening tour" including creating a target list of current, former, and prospective customers, asking thought-provoking questions others don't ask, and discovering customers' "elevator rants" or raw, unfiltered feedback.
3) The insights gained from these conversations can be used to improve various aspects of the business from product development to marketing messaging to customer experience. Listening without bias is presented as a way for companies to betterCustomers: The Ultimate Silo Splitters
We can all agree that the customer is our "North Star," so why don't we invest more time and effort understanding our target audience's real perspective? Here are some listening tips and disruptive questions that have helped dozens of companies get fresh, actionable insights.
Burn the Whiteboard - Webinar for TechServ Alliance Members
Bob London, CEO and Founder of Chief Listening Officers, gave this presentation that includes a framework and approach for getting unfiltered insights on what customers and prospects really need.
Alumni Relations -- Listen First. Engage More. (THE POWER OF INSIGHTFUL LISTE...
Alumni Relations -- Listen First. Engage More. (THE POWER OF INSIGHTFUL LISTE...Chief Listening Officers
PRESENTED AT THE SUMMER 2017 UNIVERSITY OF MARYLAND ALUMNI RELATIONS MEETING
Perhaps the greatest strength one can have when meeting with a donor, alum, or colleague is the ability to listen. But what if we listened for the sole purpose of engaging and learning rather than to get someone to do something? It’s a different type of approach—for perspectives and opinions. Bob London, Founder & CEO of Chief Listening Officers, provides a high-energy dose of customer perspective and offers tips on what you should ask to get unbelievable, fresh and non-obvious insights from the other side of the table to improve results.
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Message Not Sticking? Start with Your Target Audience’s Elevator Rant
- 1. Bob London Chief Listening Officers, LLC Start with Your Target Audience’s Elevator Rant M e s s a g e N o t S t i c k i n g?
- 2. Eileen: I brought you a gift! An elegant, hand-carved frame made of the finest Brazilian teak! I even autographe d it! Featuring my patented “casual- jacket-thrown- over-the-shoulder” pose! Full color!
- 3. Ummmm…thanks, Bob. But what would have been nice…
- 5. 5 OUR MESSAGES ARE FORGETTABLE BECAUSE WE START WITH THE WRONG PERSPECTIVE: OUR OWN!
- 7. Yes, I’m about to ask for volunteers
- 8. Let’s meet our amazing volunteers! ? #1 ? #2
- 9. How to Play 1. Volunteer 1 goes to a soundproof booth backstage. 2. Volunteer 2 recites Volunteer 1’s elevator pitch. 3. #1 comes back, recites his/her own pitch. 4. Audience votes on how well both elevator pitches match. 5. Repeat (if it goes well!)
- 10. Q. What makes a message sticky? A. When it connects it to a problem we can relate to… …A real problem that might be unspoken or non-obvious.
- 11. I call this your target audience’s Elevator Rant.
- 12. IT Vendors “They keep things running…but I’m anxious about missing the next tech wave.” Search Firms “They take on too many projects…so I don’t get enough of the partner’s attention.” Marketing Firm “They promise to help us cut through the noise…but we end up just making more noise.” “Twice a year, we come out and brief you on the top 3 tech trends and how they will impact your business.” “We carefully manage the number of searches we accept so each client gets our full attention.” “We learn what’s important to your customers—from their perspective so your marketing is more relevant.” R ant P itch
- 13. Questions that reveal the Elevator Rant • What are your top 2 – 3 priorities for the board? • What is our industry’s reputation—good or bad? • What’s your worst fear about investing in (product or service)? • What would make you a customer for life?
- 14. How do you incorporate the target audience’s Elevator Rant into your elevator pitch?
- 15. Approaches • Seinfeld: “Did you ever notice that a lot of firms sell you by saying they…” • The Professor: “88% of companies complain about (rant).” • Social Proof: “Most companies come to us after they’ve had (rant) with other firms.” • Innovator: “We started our firm because we heard customers complaining about (rant).”
- 16. Give your elevator pitch while incorporating the Elevator Rant
Editor's Notes
- Look at all these great features! “Wow…Thanks Bob…um…so thoughtful. But I don’t know what I’d do with a picture of you.” “What would be really nice…” How to get a free headshot: Pay thousands of dollars for your son’s bar mitzvah and the photog will take a headshot of you for free.