I have been doing a lot of networking lately. You can probably picture some of the exchanges I am experiencing. A friendly introduction, some mild chit chat/attempts at humor, then working toward an explanation of what each of us does.
And I am amazed at how often I hear nothing about the customers involved.
In other words, I always hear things like, “I work for a B2B technology company selling X.”
Doesn’t that strike you as odd?
It’s crazy to me. Especially when I consider how the customer is rarely mentioned. And considering how much we hear about customer first, customer focus, etc., I wonder if people are genuinely committed to their customers.
Consider this easy alternative: “I help other businesses figure out how to scale their growth with technology.” (Or whatever describes your customers.)
Can you see the advantages of this approach?
First, it obviously puts the customer(s) being served in the center of your mindset. You really do think “customer first” when you inject them into the front part of your dialogue. And you probably already know the benefits of this kind of thinking. But have you and your team embedded it into everything that is done and said? More importantly, would your customers agree?
Second, it opens the door to new business. Talking about how you help your customers allows the other person to potentially say that they have the same challenge/desired outcome. At the very least, they may know someone else who you should be talking with. And that door to new business appears on its own.
Third, it allows you to collect information from people who might not be a customer but certainly represent your target audience. I cannot tell you how many times I have talked with people on airplanes and gotten incredible insights about their company’s leadership, strategies, and so forth. It’s like a mini-focus group where the transparency is paramount. You really do get to hear all about the junk that your target market is dealing with – even if they don’t want to admit it.
But if you are going to get really serious about injecting customer focus, you know you have to get beyond introductory conversations and give a very intentional look into how your organization anchors its efforts to customer outcomes.
- Has your company defined the specific customer outcomes that everyone can impact? Do you talk about those impacts – or just how much money each customer is worth? Everyone’s goals should be anchored to customer outcomes in some way.
- How do your team mates describe what they do? Are they truly customer first? Everyone’s role should be anchored to how they support the customer experience.
- Has your company defined the processes that affect customer interactions? Do they show respect for the outcomes you promised to deliver to your customers – or do they get in the way of delivering those outcomes? Every process should at least be analyzed for customer impact. Yes, that includes HR, Finance, and other “non-customer facing” groups because they have the greatest potential of competing with the customer.
You may not have the authority to change each of these areas, but you do have influence. Start with where you can personally make an impact and create customer focus that’s just “different” from everyone else. Then change your team. Then your group. Then who knows? You may even change your company.
I mua. Onward and upward.
By Tim Ohai
PS – If you or someone you know needs to get better performance from the sales team, let’s set up a conversation to talk about it. Get on my calendar here.