bob london: discover your customers elevator rant

@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

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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

bob@londonink.com 240-994-7644bob@londonink.com 240-994-7644www.londonink.com @londoninkwww.londonink.com @londonink