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@londoninkBob London President & Founder London, Ink
Discovering Your
Customers’ “Elevator Rant”
Listening > Insights > Growth
@londonink
Steve, I brought you a small token of Steve, 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 autographed it!
Featuring my patented “casual-jacket-thrown-over-the-shoulder” pose!
Full color!
@londonink
That’s more like it!That’s more like it!
Driven to ExcelDriven to Excel
Intergalactic HQIntergalactic HQ
@londonink
Companies Have the Wrong Perspective: Their Own
So Customers’ Real Issues (Rants) Go Unheard…
…Making Marketing & Sales Less Effective
Making Noise, Not Listening…
@londonink
@londonink
Everything Great that Everything Great that Happens in Business Happens in Business Starts with Listening Starts with Listening to Your Customersto Your Customers
@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
@londonink
Case Study: Commoditized IT Services Case Study: Commoditized IT Services FirmFirm
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.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
@londonink
Case Study: Boutique Consulting Firm On a Losing Case Study: Boutique Consulting Firm On a Losing StreakStreak
12
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 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
@londonink
Fresh perspectives and insights Fresh perspectives and insights to differentiate and grow your business are to differentiate and grow your business are
in in your customers’ and prospects’ heads.your customers’ and prospects’ heads.
You just have to ask.You just have to ask.
The Customers’ Elevator The Customers’ Elevator RantRant™™
@londonink
How to Listen:How to Listen:One-on-One MeetingsOne-on-One Meetings
10 – 20 10 – 20 interviews.interviews. Clients Clients and/or and/or prospects.prospects. 30 - 45 30 - 45 minutes each.minutes each. ““Agenda-less” Agenda-less” (No selling!)(No selling!) Genuine Genuine curiositycuriosity.. Insightful Insightful questions.questions. Don’t be Don’t be defensivedefensive..
@londonink
Sample QuestionsSample Questions
@londonink
YOUR TURNYOUR TURNShare an Example of How You Share an Example of How You Listened to a Customer and Listened to a Customer and
Leveraged the Insights in Some Leveraged the Insights in Some WayWay
@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 Discover Vendor” Asks Questions to Discover
Customers’ Elevator RantCustomers’ Elevator Rant10 Minutes10 Minutes
@londonink
Will My Customers & Will My Customers & Prospects Open Up?Prospects Open Up? 600 Customer 600 Customer
Interviews (my clients’ Interviews (my clients’ customers)customers)
> 80% Acceptance > 80% Acceptance RateRate
My Clients’ Customers My Clients’ Customers Actually Appreciate It!Actually Appreciate It!
@londonink
At Least 8 Great Things HappenAt Least 8 Great Things Happen When You Listen to Your When You Listen to Your
CustomersCustomers
@londonink
Thanks!Thanks!Bob LondonBob London
[email protected] [email protected] 240-994-7644www.londonink.com @londoninkwww.londonink.com @londonink
