I wrote a few posts on how you start with the customer result – what will delight the customer so much that they will become “raving fans”.
Lets now look at how this could possibly work in a B2B scenario where you have a multiple people involved in making the decision.
So if you start with a result that will delight the customer – define that customer in as much detail , with who that customer WILL be and who WILL NOT BE. I keep emphasising on this point in all my product management and marketing posts. It is always more important to define whom you will not like to serve. That portion of the market is always larger than the market which you can serve.
Once you have defined the boundaries of your service or product to delight, then look at how you will reach her and get her attention. In a B2B scenario this is a very big challenge.
Many people are wanting to get attention of our person. These are primarily 3 sets of stakeholders who are vying for her attention. First is her seniors, then her peers and more than anyone her reportees.
Now within all this chaos there are hundreds of messages which are also vying for her attention from all these stakeholders as well as vendors like us. In addition there are the pressures of her personal life which could also be occupying the same attention span.
So who gets priority
Not your message for sure….until and unless it is something that catches her attention.
Till next time then
Raving Fans was a book written by Ken Blanchard and Sheldon Bowles. A printed version is not available easily and I haven’t seen it on Kindle when I was searching for it a few years.
If you are fans of the The One Minute series like The One Minute Manager , The One Minute Sales Person etc. then you will know that Ken Blanchard writes books which are very short- just around 100 pages – but with a deep meaning. They are written in story format which ensures your interest in the book.
I was re-reading the book Raving Fans today. Being a short book, I started it in the morning and had finished it in a few hours. By its name Raving Fans is all about customer service. But if you get down to the underlying concepts that they write about, they are pure marketing.
One of the core concepts that they talk about in the book is about choosing the correct market where you can define the perfect experience and ensure you overdeliver on what you promise.
They also therefore talk about who you should NOT have as your customer because then you cannot make them Raving Fans.
Which brings me to what I keep talking about choosing the Single Target Market, because then you get to know your customer intimately and can give them an out of the world experience. In a B2B setting as I mention you also need to go down to the role, the level etc since there will be multiple people involved in any decision.
If you can get this book the Raving Fans, I would highly recommend you reading it. In today’s world where customers shift loyalty so fast, its a must read book.
Till next time then.