Is There a Magic Formula?

Is there a magic formula for turning detractors into neutrals and neutrals into shutterstock_284121614 magic formula 1supporters? I was recently asked this question by a long-standing client. My short answer was no. There is no magic formula because every situation and every customer contact is different. Contact A may be concerned about price, Contact B delivery, Contact C quality, and so on. Each person is bothered by something different that is very important to him or her. Each person’s issue may be causing them to be a less than enthusiastic supporter. Lowering prices will satisfy some, improving quality or delivery time others, but again there is no single, one-size-fits-all formula.

While there is no single best practice to accomplish this important task, there is an approach that has been proven effective over time. That approach involves listening carefully to customers, understanding what they are saying, and following through by taking action to address their concerns; it takes commitment and effort.

We believe the single best way to gather strategic feedback from customers is to (are you ready?) talk to them and listen to their words. Talking to your customers enables you to learn as much as possible about each customer’s situation, including among other things, What, Where, How and Who:

What is your company currently doing well to meet your customer’s needs?
Where do you need to improve?
How will your customer’s needs change in the future?
Who does it best in your customer’s opinion, your company or your competitors?

However, no matter how well you listen, it is not enough to simply speak with customers. The very act of speaking with them raises their expectations. They expect their time will be well spent. They expect something will actually be done to address their concerns. In short, once they speak with you they expect things will improve, they hope their jobs will become easier, they expect you will become better and more effective at meeting their needs.

Achieving the goal of turning detractors into neutrals and neutrals into supporters, like most things worth having in life, requires hard work. The questions for you to consider:

Are you willing to put in the time and effort required to speak with customers?
Are you willing to listen to their feedback?
And are you willing to follow through by taking action? Continue reading

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Best Practices, Customer Feedback, Customer Relationships

First we count the votes and then we weigh them!

I first heard these words years ago while being informed that I had lost a sale: First we count the votes and then we weigh them. Everyone at my sales presentation voted for my proposal except for one person, the Vice President of Sales. I had 14 yes votes and one no vote. The one no vote carried the day; the sale went to my competitor.

Why am I reliving this painful experience? It illustrates a very important point when reviewing customer feedback: Not all customers and customer contacts are created equal. Some have greater value to you. Some have greater authority, greater credibility, greater influence, and greater potential. In short, some have greater weight.

When reviewing customer feedback, it is important to look at both what was said and who said it. Is the feedback from someone who plays a significant role in the decision process? Are they the decision maker? Is the person an influencer who plays either a major or minor role in the decision? Or is the person an individual contributor, whose role is important but not key to the decision-making process?

As your company plans actions to respond to customer feedback, it is critical to both count the number of times specific customer comments are made about an issue and weigh the comments in terms of who said them.

We all usually lack unlimited resources to deal with customer issues. Decisions about how and where to spend valuable resources to address customer concerns must in part be based on not only the frequency that specific comments occur, but also on the weight they carry. Smart organizations invest their limited resources where they can achieve the greatest return.

To achieve the best results, count your customer comments and then weigh them.

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Customer Feedback

Communication is Everything

I once worked for a very smart executive who often said, “It is almost impossible to overcommunicate.”

When we help a client perform a root cause analysis of their customer concerns, very often we discover that communication is at the heart of the matter. Customers often feel their issues are not receiving the attention they deserve – not because this is necessarily true, but because their suppliers are not communicating about the efforts underway to solve their problems. They are not told about progress being made (if any), or they are not told about the time and resources being directed to resolve their issues.

When we ask suppliers why they did not communicate about an issue, it’s usually not because they weren’t doing anything or thinking about the customer’s problem. Often, it’s because they did not have an immediate, comprehensive solution, and therefore felt they had nothing to say. Ironically, this is precisely the time when they need to communicate. This is time when they should reach out to their customer and tell them they are working on the issue, they haven’t forgotten. They might not have a perfect solution yet, but they expect to in the future, and they still care.

In the absence of clear communication from suppliers, customers become graduates of MSU. That is, the “university” of Making Stuff Up. They fill the information void with their own interpretations and assumptions about the supplier’s lack of communication. Often, what people make up causes them to become angry, resentful, hurt, frustrated – you name it – and none of these feelings support effective, long-term relationships. When customers are not communicated to effectively, they think their problems are not important; worse yet, they assume no one cares.

Here is the point:  Are you communicating effectively with your customers? When issues arise, do they clearly understand what steps are being taken to resolve the problem? Are they fully aware of the resources you have in place to help them? Remembering it is very hard to overcommunicate, are you keeping them in the loop – even if there is bad news or no news at all? Do they know how much you care and that they are certainly not forgotten?

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Business-to-Business Sales, Customer Relationships ,

Obsolete? Customers Beg to Differ

Inc. Magazine recently ran an article titled “Selling Face to Face is Almost Obsolete.” In it, the author cites a study by Dr. James Oldroyd that compares the growth rates of hiring for inside selling positions to that for outside sales roles. Hiring for inside positions, according to the article, is growing at a rate 15 times faster than for outside roles.

There’s no question that the economic downturn caused companies to ration their travel budget and keep their employees, sales or otherwise, closer to home. Multiple studies have also documented, as Dr. Oldroyd does, that even those in outside sales roles are spending less time in front of customers than they traditionally have.

The challenge for sales leaders is that while inside sales roles generally cost much less in both compensation and expense budgets, less time with suppliers is the opposite of what many customers say they want. Indeed, the findings from the voice of the customer interviews our clients conduct with their customers routinely highlight a desire for more interaction, better communication, and a more consistent and visible presence from a key supplier’s personnel.

Of course, buyers don’t want your salespeople to just be wandering their hallways in search of the next deal. What they do want is the specialized knowledge and advice that their suppliers can provide.

Three key findings from a recent project with one of our food industry clients illustrate the point:

  • When asked to identify their preferred source for learning about new solutions and industry trends, the number one response from customers was “Information from suppliers.”
  • Of the various improvement suggestions made by their customer contacts, the single most common request was for more market, industry, and consumer trend information to be shared by our client.
  • Also high on the wish list of improvement areas was establishing more relationships inside the customer organization, particularly with people in research and development and other technical functions.

So, while the temptation to reduce the cost of selling is not likely to ever go away, the complexity of business and the ongoing need for knowledge will keep customers asking for the sort of interaction that only happens when your people can sit across the table from their people.

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Business-to-Business Sales, Customer Relationships, Voice of the Customer , , ,

7 Things Customers Want

We all know that the lists of customer wants, needs, complaints and requests can be quite long and varied. Over my twelve years of analyzing customer interview data on behalf of our clients, though, it’s apparent that in B2B relationships there is a fairly consistent cluster of common concerns and compliments expressed by customers. Some of the issues are so fundamental to good relationship management that it’s surprising that they’re on the list at all.

When summarizing for our clients the key messages from their VOC interviews with customers, I sometimes take on the role of a composite customer, using my voice to represent the combined voices of their key contacts.  In no particular order, here are just some of the things that composite customer might say to a product supplier or service provider:

Be present. The suppliers I value most are here consistently. They find relevant ways to be visible and don’t wait for an invitation or urgent request to show up at our offices, labs, or plants.

Please respond when I call.  I know it sounds simple, but waiting for a supplier’s personnel to return my calls or respond to my emails is a surprisingly common occurrence. Not discounting all your efforts to be innovative and offer better quality solutions, you can distinguish yourself by just being the company that responds quicker than others.

When you do call, be helpful.  Make sure that you or your co-workers have the appropriate levels of technical knowledge and willingness to help. If you can’t answer my questions or solve my problem that’s fine, just help me find someone who can.

Don’t keep me wondering or wishing.  When you’re working on a project with me, or trying to solve a problem for me, please keep me informed of the status. Hearing from you proactively gives me greater confidence that you’re working on the solution, rather than leaving me to wonder if you’ve forgotten me and wishing for an update. Even an update of “no progress” is better than no update at all.

Help me learn.  My organization is so lean, and we don’t have the people or the time to stay abreast of all the topics and trends that might affect my business or yours. The supplier that brings me knowledge and helps me apply it to my opportunities and challenges is valued more than those who don’t.

Bring ideas.  Don’t just pitch me on your latest offering or newest product. Use your knowledge of my business and my goals to bring me relevant ideas and recommendations for things that could help us.

Remind me of your value.  Don’t be afraid to remind me of all the good things you’ve done for my business. When you’ve helped us to reduce costs, avoid problems, increase yields or anything else that is important to us, be proactive about documenting those wins and communicating them to us. Somebody is here every other day claiming that they can do it better, faster, or cheaper – so help us both by reinforcing the decision we made to choose your company over theirs.

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Business-to-Business Sales, Customer Feedback, Customer Relationships, Voice of the Customer ,