So much of my work as a marketing consultant centers around listening to help a client grow their revenue.
Most weeks, I find myself listening to stakeholders like their clients, associates, and management team. I’ll ask a question and then shut up until people stop talking. It is incredible how much you can learn when you aren’t speaking. On occasion, I also get to listen to strategic partners, vendors, and others who help support businesses to learn even more.
My process helps me understand a situation because I’m in learning mode and not trying to validate anything. These listening sessions have a straightforward goal: to learn and understand what my client’s customers think about their business.
Relationships and Listening
Recently, during one of these sessions, I heard how one of my client’s customers see their relationship with my client. It was a positive appraisal but provided valuable clues of things that are missing. I learned about some gaps in how they work together.
My question was, tell me about your affiliation with my client? Here are a few snippets:
“Why didn’t anyone physically visit us at least once per year? Facetime is helpful to remind me of why I do business with your company.”
“How come no one ever asked if me to introduce them to another department that could use your services? You know, we use your client’s services in other parts of our company, but no one ever asks for a referral.”
“It would be helpful once a year for someone to say thank you for your business. I don’t recall ever hearing that from your client. I don’t need a gift, but I can’t remember anyone ever saying thank you for your business. Not once.”
Listen, then hypothesize
After having about ten conversations, patterns emerge, and opportunities begin to crystalize. In my report back to my clients, I provided them with specific actions that could help them build deeper relationships with clients and grow their business.
- What if every customer with sales over $50K got a visit each year from someone from your company? Is it worth it to spend $500 on a plane ticket, once a year for a $50K per year customer? Watch this United Airline ad from years ago that in less than a minute, makes this point.
- What if at least once per year the account manager asked their client if they could refer them to someone they know within (or outside) of the company who could use their services? Keep track of when this is done to measure that you get 100% compliance by your sales or customer service team.
- What if on one day of the year, the entire team writes a personal, handwritten thank you note to every single customer. No upselling – just a personal note of thanks. Imagine the word of mouth value you’d get from that investment. Make it a holiday called “THANK YOU” and everyone in the company, personally writes thank you notes to all your clients. No, don’t cheat and preprint something – handwriting is personal and makes a difference.
Listen, then Grow
I help businesses grow through marketing. Often, my secret and magical approach to success are simple.
I listen. I learn. And I recommend actionable solutions. The secret is learning how to be quiet and not talking so much.
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. Visit my website at www.themarketingsage.com The conversation is free, and we can explore working together.
Photo by Kristina Flour on Unsplash
HT to Danny Rosin for the United Airline ad link.
