Better results through better thinking ThinkAbout Your Customer The Business of Thinking ®

better results through better thinking

ThinkAbout Your Customer

ThinkAbout Your Customer

The Business of Thinking®

02-10©2010 Herrmann International

WHOLE BRAIN® MODEL

LOGICALANALYTICALFACT-BASED

QUANTITATIVE

ORGANIZEDSEQUENTIAL

PLANNEDDETAILED

HOLISTICINTUITIVEINTEGRATINGSYNTHESIZING

INTERPERSONALFEELING-BASEDKINESTHETICEMOTIONAL

DUPPERRIGHT

AUPPERLEFT

LOWERLEFT

B

LOWERRIGHT

C


D

B C

A

Give me the bottom line. How well does this product work?

I only want to hear the most relevant data.

I believe in using proven products that have passed the test of time. I am a creature of habit, and I don’t easily change how I do things.

The comfort of others is of the utmost importance to me.

I try to encourage teamwork with the entire team.

I’m interested in the latest advances in the field. Just give me the big picture—not all the details.

Statements I Make


D

B C

A

Give me the bottom line. How well does this product work?

I only want to hear the most relevant data.

I believe in using proven products that have passed the test of time. I am a creature of habit, and I don’t easily change how I do things.

The comfort of others is of the utmost importance to me. I try to encourage teamwork with the entire team.

I’m interested in the latest advances in the field. Just give me the big picture—not all the details.

Customer Statements


D

B C

A Uses abstract speech with metaphors Speaks in phrases, stops in mid-sentence Uses visual language such as “see,”

“picture,” “imagine,” “the big picture,” etc. Asks general, broad-based questions

about concepts, innovative aspects

Speaks in complete sentences and paragraphs

Uses precise detailed words Expresses skepticism and concern for

safety Asks precise questions about quality

and reliability that require concrete answers

Uses stories about people to illustrate points

Is quite talkative Speaks with warmth about “personal”

issues Expresses concern about people Asks frequent questions about the

way the product or service will benefit the users

Uses facts to illustrate points Uses a matter-of-fact tone of voice Uses technical jargon, acronyms, buzz words Speaks with clarity and logic Asks direct questions about value and function

Patterns of Speech


D

B C

A

Body Language

Can look distracted Eyes seem to be wandering or

are closed Looks impatient with fidgety

gestures

Upright, straight, formal body posture Little head or body movement Appears to display little or no emotion

Reserved, cautious manner Controlled facial expressions Arms to side or folded

Animated facial expressions Expansive non-verbal gestures Lots of eye contact


Office Environment and Personal Work Space

Welcoming and inviting atmosphere Friendly, comfortable environment Warm colors and lighting Photos of employees, and other people Objects reflecting a “personal touch” Filled with personable memorabilia Comfortable Music playing

Very business-like and professionally appropriate decor

Professional look and feel No excess, “inappropriate” artwork or

decorations Clean functional lines and lighting Look of efficiency Sparse Clean desk top A few professional items

Décor that’s colorful, varied and aesthetically pleasing Somewhat informal or casual, more loosely

structured or non-traditional Original art or objects Emphasis on space and light Playful objects and toys Cluttered, paper piles Individually personable Memorabilia/unique collectibles

Traditional look and feel No impractical or unnecessary items Very practical layout and decorations Plaques, company items on display Very neat and orderly, organized appearance Professional credentials displayed Highly organized Few personal items Company-issued items and paintings

D

B C

A


Very StrongPreference

StrongPreference

IntermediatePreference

LowPreference

Instructions: Place the letters A, B ,C and D on the continuum below to indicate your customer’s preference for each quadrant.


Instructions: List your customers in the chart below. List them by the person’s name. Note: If you don’t have repeat customers, use each box to describe a specific type of customer you interact with.

On a scale from 1 (easy) to 5 (challenging), how easy or challenging is this customer for you to work with?

Why is this customer easy or challenging for you?

Customer

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5


D

B C

A Research to support assumptions Technical specifications How the product or service functions Data to support conclusions Results from similar organizations Bottom-line results Return on investment data Facts Breakdown of the data Accurate information How all the components fit together Logical argument for ‘why” your product Succinct document reviewing key elements

Innovative aspects Creative aspects Numerous ways product can be used Openness of seller to new uses Breakthrough aspects of product or service How product or service disrupts the status quo How product/service fits into the Big Picture

(organization’s and beyond) Future implications Fit with other things the buyer is doing Surprising features Playful or fun aspects Creative packaging Aspects relating to a global perspective

Safety features Customer references Customer support Technical support Step-by-step instructions and procedures Organized documentation for product/service features and benefits Project timeline Rollout plan User references to substantiate product/service claims Clear product/service description Neat, organized look-and-feel of product materials

Intuitive features Ease of use Values and ethics of selling organization How seller’s values and ethics dovetail with buyer’s “Warm” look-and-feel of product materials Story-behind-the story of how product/service was developed How product improves people’s lives How product solves specific problems for users How the product makes people feel good

Instructions: Use the information below as a guide for identifying features and benefits of your product or service that will appeal to each quadrant.

Quadrant Guide to Features and Benefits


D

B C

A

Instructions: Identify the features and benefits of your product or service that would appeal to thinking preferences of customers from each quadrant. Think about what problems this product/service would solve for the customers in each quadrant.

Product and Services Walk-Around


D

B C

A Brief, precise, clear and technically accurate information Data and fact-based visual aids Well-articulated ideas presented in a logical format No assumptions Facts—not fluff Clear goals and objectives Answers to “What” questions, such as: What does this product or service do? What are the problems? What can I do about them? What are the results?

Big-picture overview Conceptual framework Metaphors and visuals Minimal details Flexibility to move away from planned agenda Something new, fun, and imaginative Alignment with the long-term strategy Answers to “Why” questions such as:

Tell me why this is on the cutting edge. Why should I switch?

Why is this product/service better?

Concise, step-by-step approach Consistency Punctuality Detailed action plan References Adherence to rules and procedures Something in writing, in advance Contingency plans No digressions Answers to “How” questions such as:

How frequently do problems occur? How much better than XYZ is your product/service? How was the research data compiled?

Empathy and consideration for the needs of others Eye-to-eye contact Personal touch and informality Open, informal discussion Expressive body language and voice Introductions and conversation Information on the effect on others & how they will feel Actively listen No hidden agendas Answers to “Who” questions, such as:

Who will benefit most from this product or service? Who else is using it?

Who will find it difficult to use it?

Checklist: How to Present Information to Your CustomerHere are some tips on what customers want from each quadrant. Use this as a checklist to prepare for your next

customer interaction (e.g., conversation, email, voicemail, proposal, presentation, letter).


D

B C

A


Plan your next interaction (e.g., conversation, voicemail, email, presentation, proposal, or letter) with this customer. Use all the information you’ve gathered on pages 16-20.

How will you organize this?

What data will you need?

How will you present the data?

What materials will you need?

How will you open the interaction? (See page 34 in the Appendix, “Opening Your Customer Interaction,” for ideas.)

What points do you want to be sure to make (e.g., phrases to use, topics to cover)?

How will you prepare for the way your customer makes buying decisions (See page 22, “How Customers Make Buying Decisions.”)

What do you want to be sure not to do?

How will you close the interaction?

Planning Your Next Customer Interaction


D

B C

A Gathers facts Analyzes issues Argues rationally Forms theories Measures precisely Solves problems logically Uses financial analysis and decision making Understands technical elements Uses critical analysis Works with precision with numbers, statistics, & data May overlook: Feelings Synergistic opportunities

Finds overlooked flaws Approaches problems practically Stands firm on issues Maintains a standard of consistency Provides stable leadership and supervision Reads fine print in documents and contracts Organizes and keeps track of data Develops detailed plans and procedures Articulates plans in an orderly way Keeps financial records straightMay overlook: Novel ideas Big picture

Recognizes interpersonal difficulties Picks up non-verbal cues of stress Anticipates how others will feel Intuitively understands how others feel Engenders enthusiasm Persuades and accommodates Teaches Shares Understands emotional elements Considers valuesMay overlook: Facts Planning

Reads the signs of coming change Sees the big picture Recognizes new possibilities Tolerates ambiguity Integrates ideas and concepts Challenges established policies Synthesizes unlike elements into a new whole Invents imaginative solutions to problems Solves problems intuitively Processes different input simultaneouslyMay overlook: Details Practicality

Will I be in control? How will I affect others?

Have I seen all the hidden possibilities?Do I have all the facts?

How Customers Make Buying Decisions Instructions: Check the items below that you’ve already observed about your customer.


Customer Assessment and Planning Tool(CAP)

Name of Customer: _____________________________


Instructions: Use the Quadrant Guide to Features and Benefits and other knowledge you have of this customer to identify the features and benefits of your product or service that would appeal to this customer. Think about what problems this product/service would solve for the customer. Note: You may want to fill in all four quadrants in order to identify those features or benefits that are unlikely to appeal to the customer.

Product and Services Walk-Around

D

B C

A


The Next 24 Hours: From Insight to Action

What's one insight or thought you had as a result of today's session?

What actions will you take as a result of today’s session? Research shows that learning sticks and grows when it is applied within 24 hours.Is this done?

Action Start Date/Completion Date

The Next 24 Hours


D

B C

A Opening Your Customer Interaction

Include technical terminology Describe the logic of using the product

or service Use a factual tone

Describe product or service reliability and stability Convey your understanding of important time requirements Provide details Use a reassuring tone to convey your focus on their needs and your ability to meet them

Demonstrate empathy Describe the benefits that will make life

easier for the users Use a personal tone

Demonstrate the innovative nature of the product or service

Describe unique features and benefits Explain how it is future-oriented Use a conceptual tone

Instructions: Based on your customer’s thinking preference(s), use the tips below to determine how to best open your interaction.

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Better results through better thinking ThinkAbout Your Customer The Business of Thinking ®