the customer elevator rant · 2018-04-03 · the customer elevator rant before you can have an...

The Customer Elevator Rant Before you can have an effective marketing and communications strategy, you have to know what your customers are complaining about on the elevator when you’re not around.

Bob London President London, Ink LLC www.londonink.com

Bob London, President London,Ink

• London, Ink: Virtual VP of Marketing for B2B tech and professional services companies: assessment, strategy, positioning, planning

• Full service marketing execution: program development & management of awareness & lead generation; creative services

• Writer/Columnist—Marketing, Business/Lifestyle Humor (Bobservations), SmartCEO Magazine

(c) London, Ink www.londonink.com

Marketing Practitioner & Expert


STEVE, I HAVE A GIFT FOR YOU: A BEAUTIFULLY FRAMED PICTURE!


Of me! It’s an awesome picture of me, your new pal, Bob London!

It has an elegant, hand-carved, wooden frame!

Tell you what, I’ll even sign it.

Featuring my patented “casual-jacket-thrown-over-the-shoulder” pose


“UM…THANKS BOB, BUT I DON’T NEED (OR WANT) A PICTURE OF YOU.”

“What I’d Really Love to Have…” (c) London, Ink www.londonink.com


Now that’s what I’m talking about.

My Elevator Pitch… Our “About Us” Section… Our Sales Proposal…


In B2B Marketing & Sales, You Often Have the Wrong Perspective: Yours

Sound obvious? Consider this:

Web Site Design/Dev, $100K Budget • % of Proposal Devoted to

Customer Perspective o Vendor 1: 20% o Vendor 2: 3% o Vendor 3: 5%

Custom Content/E-Newsletter, $70K Budget • % of Proposal Devoted to

Customer Perspective o Vendor 1: 6% o Vendor 2: 8% o Vendor 3: 3%

In a London, Ink study of 50 B2B proposals, the average amount of focus on customer perspective was just 7%, based on word count.


To shift your perspective and have an effective marketing and sales strategy…

You have to connect the customer’s business challenges and priorities to your product or service.


To understand your Customers’ Elevator Rant, you have to know…

What are they complaining about when you’re not around?

(At first glance, the rant might not appear to be directly related to your product or service.)

What are their biggest UPSTREAM challenges and priorities?


How do I uncover my Customers’ Elevator Rant?

Try asking your customers


Engage 5 – 7 customers in a non-sales dialogue.

1. Their Perspective on Their Business • What are your top 3 business challenges next year? • What key initiatives have you prioritized to address those

challenges? 2. Their Perspective on a Specific Functional Area

• Does (industry) have a reputation? • What do you expect from a (functional area) provider? • What are (functional area) providers missing?

3. Their Perspective on Your Business (Connect the Dots) • How do your priorities and challenges relate to

(functional area)? • What would make you a customer for life?

The most valuable 45 minutes you will ever spend with your customer.

The best time to talk with customers is when you are not trying to sell them anything.


BUT WILL OUR CUSTOMERS ACTUALLY TALK ABOUT THIS STUFF?


Since you asked…

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How many of you would like to have customers “for life”?

How many have actually asked your customers what it would take for them to become customers for life?


Two examples…

1. IT outsourcing firm facing stalled growth and perceived commoditization.

2. Vertical competitive intelligence company that is perceived as utility vs. value-added solution.


TIME FOR A “FUN, ENGAGING EXERCISE”


1. Write down your best understanding of your typical customer’s elevator rant…

2. Then write down how this rant might tie into how they make decisions on your products or services.


HOW DO WE SHOW CUSTOMERS WE “GET” THEIR ELEVATOR RANT?


1. Leverage the rant in your proposals and marketing materials.

# of Customer Focused Words in Proposal

Total # of Words in Proposal

= Customer Focus Quotient

Usually under 5%

Should be at least 25%


The “Proposal Word Count Test”

Your proposal should start where your last conversation left off.

• I heard your overall business challenges and priorities. (NOTE: This is not their pain point relative to what you are selling.)

• I accurately understand your requirements/pain. • Here’s our overall approach given your situation. • Here’s how we will address your requirements. • Here are some other ideas and recommendations to

think about. • Now, here’s some more about us.


2. Reflect the rant on your Web site.

• We obsess over the “About Us” Section • Do we spend enough time on “About You”?

o Articulate their Elevator Rant o Describe how you address the Elevator Rant o Define our sweet spot in a way that resonates o Give examples/case studies!

Your goal should be for prospects to see themselves in your web site.


It’s Not All “About Us”

3. Incorporate the rant into your elevator pitch.

• What we are. (Quickly establish what bucket you fall into.) • Why people need us. (The Elevator Rant they can identify with.) • How we serve that need. (Your approach that addresses the

Elevator Rant.)


Summary • Change your perspective from “About Us” to “About You.”

• Understanding your Customers’ Elevator Rant is critical to having a successful marketing and sales strategy.

• The Elevator Rant isn’t hard to figure out. Just ask your customers.

• Talking to your customers when you’re not selling will yield new revenue opportunities.

• Do the “Proposal Word Count Test” today.

• Revisit the perspective of your web site today.


Thanks! Bob London www.londonink.com President [email protected] London, Ink LLC +1 240.994.7644

the customer elevator rant · 2018-04-03 · the customer elevator rant before you can have an...

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