EPISODE C5.009 Get Inside the Customer to Enhance the Relationship

RESULTS RADIO..."Let's Grow Together"

Introduction
As of Monday morning we had Mozambique join the audience making it our 117th country, not bad for just our Second Season on the air. We currently have entrepreneurs and owners in 60% of the global business community tuning in daily - thank you and we are just getting started!
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We have three more weeks of shows left - 009 through 012 before Season 3 starts and everyone is excited about our hard launch on October 5th from the Kilo Market (Australia, New Zealand, Singapore, Philippines, Taiwan, Hong Kong, and surrounding areas). 

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Show Objectives - The Why
You really haven't made existing and former customers a first level priority and the reason was simple, you didn't have a large enough base to generate large sales. That is why your focus has been on new customers and paying sufficient attention to post-sales support and retain their business. Now as we move through Stage V it becomes a priority of the first order. Why Now?

Two reasons with the first obvious - the group is large enough to generate revenue with great margins and the second - candidates for Reinvention efforts. This starts with taking a more active interest in them beyond just upselling, it is about moving into the Trusted Advisor role.

This is not necessary a different meeting than what we covered last week - you could easily do it all the same time.

Key Issues - Owner/Manager Perspective:

1. Data based - collect data on performance in the account.
2. Build a relationship on the sale, expand it with collaborative interpretation of the data.
3. Close the gaps.
4. Look for opportunities to use your core competence to help the customer.

What You Need to Know - The What​

• ​EPISODE C.004 CUSTOMER INTIMATE OR SERVICE
• EPISODE C3.004 UNDERSTAND CUSTOMER USAGE (USER FRIENDLY & RESULTS)
• EPISODE C5.008 BRING THE CUSTOMER INSIDE TO ENHANCE THE RELATIONSHIP

​What You Need to Do​​ - The How

1. Upgrade your data collection methods to create a 360 degree picture of the relationship.
   1. Quantitative
      • Market Study
      • Customer Assessments
      • Point of Purchase Surveys
   2. Qualitative
      • Executive Forum
      • Focus Group
      • Field Reports
2. Use the data to build the level of the relationship. What have you noticed about their buying decisions with you? What have you noticed about their social media and press releases - what story is being told?
3. Schedule a meeting - 2 parts:
   1. Your analysis and conclusions from the customer enthusiasm data. Share your interpretation of the data and then have them respond - be VERY tough on yourself to allow them to do the same. Finish Part 1 with what actions you are going to implement.
   2. Your analysis and conclusions from their activity with the objective of "how we help?" What core competence do we have that our best customers could take advantage of to help them?
4. Although it might seem like a throw-a-way at the end of the meeting but this is the time to begin the next conversation - what are doing with Reinventing the firm and would they be interested in helping?

Shows

• Previous: EPISODE C5.008 BRING THE CUSTOMER INSIDE TO ENHANCE THE RELATIONSHIP
• Next: EPISODE C5.010 Identify Adjacent and New Markets for Existing and New Offers