Are you creative? Most of us business people do not think of ourselves (or our professions) as creative. When we think of creative people, we think of artists and musicians and actors and writers. This is just one of the mistakes we make about creativity. Allen Gannett, founder and CEO of TrackMaven and author of The Creative Curve: How to Develop the Right Idea, at the Right Time, explains that anyone can be creative because creativity can be learned. He did the research and provides a way of thinking that will help any of us believe we can be more creative.
How well do you know your customers? Do you know their lingo? Do you use their lingo in your communication with them? Do you really? Jeffrey Shaw, author of the book Lingo: Discover Your Ideal Customer's Secret Language and Make your Business Irresistible, joins Helping Sells Radio to help us, help our customers say to themselves, "They so get me." One tactic Shaw suggests is for us to use self-identifying questions so a customer can screen themselves to us. He calls it to help "customers how up 80% positioned." Shaw explains, "When you know your customer so well you really embody their emotional triggers that you can pose questions in your marketing and on your website that ring so true for your ideal customers their typical response is "WOW! It's like your in my head."
You want outcomes? Allison Pickens, Chief Customer & Corporate Development Officer at Gainsight, has outcomes. In fact, she is perhaps suggesting the ultimate customer outcome that a customer could have after using your product. That outcome? Getting promoted. Think about it. Someone...an actual person bought your product. They stuck their neck out. Convinced many other people in their organization that buying your product was a good idea. The your product is a promise to make some meaningful improvement. People agreed and green-lighted the project. Looking back...someone is going to ask, "Was that a success?" If it was, perhaps your customer now looks so good, he or she ought to be promoted. Right? So, how many of your customers have been promoted? I think that might be the ultimate customer outcome.
Maybe you've never heard of value engineering, but it's been around. A while. According to Stephen Morse, there is a direct correlation between a company's success and the focus they bring to bear on getting Value Engineering right. And on this episode of Helping Sells Radio, Morse helps us get it right.