Episode E4.010 Organize top customer forums for input and cementing relationships

RESULTS RADIO..."Let's Grow Together

Introduction
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Show Objectives - The Why
What we are doing with this “customer forum” idea is to take a mastermind approach where the owner is creating a group of customers that meet on a frequent basis and discuss business issues. They share their issues and provide help to each other to improve the respective businesses. In this setting the owner solicits from their customers to improve the business - products, services, or the experience. It is 1 of 6 methods of collecting customer information to run a customer intimate business.

This move will put you at a totally different level than the competition. There are very few, very few small businesses that employ this large business technique. If you are going to get the most out of this stage of business growth, you need strategic partnerships - remember nothing on spec - speculation.

Key Issues - Owner Perspective:

1. Deepen relationships with key accounts and suppliers.
   
2. Gain business and technical insights from new perspectives.
   
3. Bring customers together and inside your business.
   
4. Find partners for your mastermind group.
   

What You Need to Know - The What
Napoleon Hill first coined the term “Mastermind” in his book Think and Grow Rich. In the book he defines a mastermind as, “Coordination of knowledge and effort, in a spirit of harmony, between two or more people, for the attainment of a definite purpose.” Hill goes on to say, “No two minds ever come together without, thereby, creating a third, invisible, intangible force which may be likened to a third mind.”

When you take the time to organize your top customers, create goals and objectives, give them a reason to want to participate and gather their input and cement your relationships, you will be able to gain business and technical insights from new perspectives while bringing customers together and inside your business. These customers will become brand ambassadors for your business and willingly want to contribute to your growth and success. 

What You Need to Do​​ - The How

1. Define the Goals and Objectives for the Customer Forum; ensure there is sufficient WIIF to make it attractive.
   
2. Create a profile of the best customers whose experience and expertise fit the Forum; technical knowledge, industry, future growth, personality, brand loyalty, etc
   
3. Focus on the willing, allow doubters to self-select out
   
4. Create a structure, frequency, and agenda for meetings; ensure it is fast, enjoyable, and informative.
   
5. Create a frequent but unobtrusive communications vehicle to keep everyone in the game.
   
6. Formally present your ideas for input; focus on strategic issues like new products and services or implementing a new process. Keep the focus “big picture.” Leave the details for 1:1 meetings.
   
7. Schedule 1:1 meetings as appropriate to gain further insights and potential partnerships.
   
8. Send Thank You Notes to all participants.
   

Resources

• EPISODE C5.006 CREATE CUSTOMER FORUMS FOR STRATEGIC INPUT
  

Shows

• Previous: Episode E4.009 Personal attention to sales vs capacity vs cash flow issues - watch working capital
  
• Next: Episode E4.011 Valuation by Biz Broker
  

 
Written by Donna Kunde

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