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@londoninkBob London President & Founder London, Ink
Discovering Your Customers’
“Elevator Rant”
Listening > Insights > Growth
@londonink
Elizabeth, I brought you a small token of my
appreciation.
@londonink
An elegant, hand-carved frame made of the finest and rarest Brazilian teak!
I even autographed it!
Featuring my patented “casual-jacket-thrown-over-the-shoulder” pose!
Full color!
@londonink
That’s more like it!
Speakerbox
Intergalactic HQ
@londonink
@londonink
Too Many Companies Have the Wrong Perspective:Their Own
@londonink7
“How B2B companies talk past their customers”
“The themes that many B2B companies consider important for brand imaging appear to have minimal influence on buyers’ perceptions of brand strength.”
@londonink8
“How B2B companies talk past their customers”
The Disconnect Between Marketers & Buyers
@londonink
“How B2B companies talk past their customers”
The Disconnect Between Marketers & Buyers
Uh oh.
@londonink
What’s Important from the Customers’ Perspective
Everything Great that’s Ever Happened In
Business Starts with Knowing
@londonink
@londonink
@londonink
THIS IS AN ELEVATOR RANT
@londonink
@londonink
@londonink
Case Study: Commoditized IT Services FirmWe are great
at technology! Yes.
You’d better
be.
Zzzzz…(yawn)…
#platitudesWe deliver
great service.It’s about
our people!
@londonink
Case Study: Commoditized IT Services Firm
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?
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.”
ELEVATOR RANT
@londonink
Case Study: Commoditized IT Services FirmWe are great
at technology! Yes.
You’d better
be.
Zzzzz…(yawn)…
#platitudes
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?
@londonink
What’s Important from the Customers’ Perspective
HOW DO WE KNOW
?
TRY ASKING THE CUSTOMER
@londonink
Fresh perspectives & insights…
To differentiate & grow your business…
Are in your customers’ & prospects’ heads.
You just have to ask.
Discover Your Customers’ Elevator Rant™
@londonink
Fresh perspectives & insights…
To differentiate & grow your business…
Are in your customers’ & prospects’ heads.
You just have to ask.
Discover Your Customers’ Elevator Rant™
A HUGE OPPORTUNITY FOR MARKETERS
CX Messaging
Positioning
& Value Prop
Channels
Marketing Org
StructureProduct / Service
Go-to-Market
Strategy
@londonink
Discovering the Elevator Rant:A Series of One-on-One
Discussions Mix of clients and prospects. 15 – 20 interviews. 30 - 45 minutes each. “Agenda-less” (No selling!) Genuine curiosity. Insightful questions. Don’t be defensive.
@londonink
Sample Questions1. THEIR BUSINESS What are your
top 3 business priorities this year?
What are your team’s top 3 initiatives?
2. YOUR INDUSTRY / PEERS Does my
industry have a reputation?
Is there something vendors do that annoys you?
What do you wish you got from our industry?
3. YOUR COMPANY/PRODUCT What do we
do better than anyone else?
What’s the real value of what we do?
What would make you a customer for life?
@londonink
At Least 8 Great Things Happen When You Listen to Your
Customers1. Insights
2. New Use Cases
3. Upsell/Cross-Sell
4. Referrals
5. Testimonials
6. Problems
7. Stay Top of Mind
8. Goodwill
CX Messaging
Positioning
& Value Prop
Channels
Marketing Org
Structure
Product / Service
Go-to-Market
Strategy
@londonink25
Other Great Ways to Learn Your Customers’ Perspective
Follow them around for a day or two.
Watch them use your product or service.
Concierge demo Quantitative surveys*
@londonink
YOUR TURNShare an Example of How Your
Company Listened to Customers and Leveraged the Insights
