In Sales & Marketing, Remember: It’s About the Customer, Not You!

Your prospect or customer wants to know: What can you do for me?

If you really want to breakthrough with prospects and customers, you’re going to have to be prepared to demonstrate what’s in it for them. That means asking the right questions, listening well, doing your research and skillfully crafting a story that shows how your products or services make the customer and his company winners.

The concept of strategically collecting and applying information for positive customer engagement is nothing new. Knowing about the concept is one thing. However, being able to successfully deploy it is something else.

Marketers should know and understand the key points about strategic and consultative selling.  (There are numerous articles and guides than can be read.) Further, marketers should provide sales teams with the necessary tools and materials to successfully engage in this type of selling (e.g., examples of how the products and services can help customers and prospects succeed in various usage applications, end-user research, etc).

Dynamic and Fun Example

This example takes the practice of strategic selling to a whole new level of proficiency. It provides a discussion springboard for what can be applied at your company.

In this story, the seller wants the customer to have an excellent experience. One member of the selling team takes extraordinary action to go beyond making that happen. His objective is to cater to the customer’s specific interests and tastes instead of simply fitting the seller’s standard offerings to the customers. He creates an amazing, unique experience. For that sales team member, it is customer first.

To begin, let’s introduce the main characters.

■ The seller is an industrious restaurant wine director.

■ The customer is Greg Popovich, coach of the NBA team San Antonio Spurs. Under his leadership, the Spurs have won five NBA championships. Popovich also serves as the head coach of the U.S. Olympic men’s basketball team. In addition to his basketball coaching prowess, describing him as a wine enthusiast is an understatement. He is a true oenophile. Popovich, often referred to as simply Pop, has created a bit of legend and mystique around the dinners with wine that he hosts for his team, colleagues and friends. They are food and wine combination events designed with a business leadership and teamwork purpose.

When Greg Popovich scheduled one of his team dinners at a Sacramento, California restaurant for a group of 40, wine director Jeremy Threat went into action. Continue reading

Execution Breakdown: Sales Team Sent to Trade Show with Defunct Email Address on Business Cards

What separates the winners from everyone else when it comes to successful business execution?

Credit: iStock

Attention to details, or put another way, making sure the operational nuts and bolts are in order. Plus, doing that with a customer-focused mindset that’s spread across the entire organization.

It’s not surprising, with so much emphasis on high-tech tools, that the basic “low tech” stuff that keeps the trains moving can be overlooked or even dismissed. Sometimes, the new tools are positioned in sexy wrapping paper and target (take advantage of?) those always looking for the next shiny new object. Of course, others offer real utility and have staying power.

To be clear, technology and related wow tools can provide amazing ways for marketers and business people to succeed in their jobs. For example, last month I attended a presentation on artificial intelligence and machine learning, geared as an introduction for marketers. Cool stuff and important to know more about that.

The basics aren’t sexy but get the right things done well!

Last week, I reconnected with a former colleague at an industry trade show. It was great seeing him and we exchanged contact info.

The next day I sent him a short note, using the email address on his business card. The message bounced back undeliverable. Strange. Fortunately, I located a second work email address on LinkedIn (we’re connected), and resent my note. Someone he met at the trade show would not have been able to do that.

He responded as follows: “Sorry, we just changed our email addresses and we don’t have new cards yet.” Then, prominently marked in bold red at the bottom of his message was the real “NEW EMAIL ADDRESS” to be used going forward.

I share this story to reinforce my message about the nuts and bolts required for best execution. Continue reading

Take Net Promoter to the Next Level. Ask For the Recommendation.

Think about this sales growth opportunity. Companies may calculate their Net Promoter Score, but how many actually ask the customer to take any action?

Rhino Shelf does. The North Carolina company sells DIY garage storage kits. I learned about them recently when assisting my brother install his system.

The product is excellent, and if you’re considering garage storage options and are handy with tools, it might be a good solution for you. (They also offer an installation option.)

This isn’t a product review, so let’s continue with the marketing commentary. Continue reading

Poor Integration and Sales Bombardment Equals Bad Customer Experience

It’s hard to create good customer experience when sales teams are not aligned and compete against themselves.

Credit: iStock

When customer-facing personnel from the same organization, including across different divisions, are not integrated, customer experience is likely to suffer. It may go unrecognized, but eventually the ultimate one suffering is the company itself, with lost sales.

Poor integration, combined with lax management, can cause the classic “left hand, right hand what the heck is going on syndrome.” And the terrible question: Who’s managing the customer touchpoints?

Thanks to Cision and PR Newswire, I’m such a victim. Good news, though. It’s a mild case and I’ll be fine. Continue reading

Swedish Flooring Company Gives Away Flip-flops To Sell New Product

iStockphoto.com

Photo: iStock.

A Swedish flooring company demonstrates you can breathe new life into an old marketing tactic: sampling.

No, I’m not talking about carpet squares mounted on a board or a child’s toy-sized piece of wood floor.

Forbo Flooring Systems, working with agency Valentin&Byhr, figured out how to break-through to the architects who spec their products.  They created flip-flops made from the floor material, and packed it up in a gift box: Continue reading