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How to Figure Out What Your Customers Are Really Thinking
marketing@surefirelocal.com
05/02/17
ABOUT US
The Surefire Local Marketing Cloud
● Simple & complete operating system that “just works”
● Unified “best of breed” essential tools in one place
● Perspective/ROI with reporting on leads & sales
● Choice to pick & choose services via the Marketplace
● Support with personalized account services support
SurefireLocal.com 2
OUR CLIENTS
Today’s Speaker
Bob LondonCEO & FounderChief Listening Officers
SurefireLocal.com 3
Bob London, Chief Listening Officers May 2, 2017 Surefire Local
How to Market Better by Learning the Customer’s Perspective
$500M IN AD SPENDING
@chief_listener
$500M IN AD SPENDING
Day 2 Senior Marketing & Sales Staff Meeting“Our network sucks”
Day 4
Day 1 T-Mobile Hires John Legere as CEO
Day 3 Senior Technical Staff Meeting“Our marketing sucks”
4th place US wireless carrier
Rapidly losing subscribers
Commodity
@chief_listener
“None of the technology mattered.”
“A plethora of hatred for this
industry…
a list of things people wanted
to change.”
@chief_listener
ELEVATOR RANT
“Why not?”
“Contracts!” “You can’t do that”“Let’s not have
them!”
@chief_listener
@chief_listener
McKinsey Consulting:“Companies are talking past
their customers”
“The themes that many companies consider important appear to have minimal influence on buyers’
perceptions.”
@chief_listener
11
SO MUCH MARKETING IS FORGETTABLE & INEFFECTIVE BECAUSE
WE USE THE WRONG PERSPECTIVE: OUR OWN
JUST ASK & LISTEN
WANT TO HEAR WHAT YOUR CUSTOMERS ARE REALLY THINKING?
@chief_listener
Relax. It’s a conversation. You’re seeking their insight.
Leave your ego & biases at the door.
Never be defensive.
No selling.
@chief_listener
“What does a successful project look like for you?”
@chief_listener
“What’s your worst case scenario?”
@chief_listener
“Name something annoying that vendors do.”
@chief_listener
“What do we do better than anyone else?”
“What would make you a customer for life?”
“No one’s ever asked me that!”
Wait, we all want customers for life but never ask what it means to them?
@chief_listener
?
(the killer question)
• Focus on things that matter most from target’s perspective—not just nuts and bolts.
• Emphasize the problem you solve best and prove it.
• Use the customer’s language in your marketing.
• Help their research: Provide more facts than narrative on your web site.
“I never know what’s happening next.”
Create and share a Google Doc so the customer can see project updates.
“I can’t tell how far along we are.”
Record a “walk through” video each week or so to show progress and what work is remaining.
“It would be nice to know when they’re running late.”
Use the Waze messaging feature to send ETA.
“Someone referred me to them but they never even returned my call.”
Create an auto reply email and voicemail greeting during busy times that says, “We’d love to work with you but we can’t until July. Would that work for you? If so please leave your name and number.”
“They act like they don’t care.”
Always bring in the newspaper when you arrive. It’s a small signal that you are empathetic.
www.chieflisteningofficers.com
Listen more. Market better.
FREE Customer Re-Discovery E-Book www.chieflisteningofficers.com/free
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