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CHAPTERI.METHODOLOGY


1.1 CUSTOMERCENTRICORGANIZATION

1.2 WHATCUSTOMERSWANT

1.3 AJOURNEYOFEXPERIENCES

1.3 SEVENKEYEXPERIENCES

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I.METHODOLOGY
1.1 CustomerCentricOrganization
Thebestandmostsuccessfulcompaniesunderstandthedifferenceandtheyworktoactuallybe
customer-centricbyfocusingonhelpingtheircustomersucceed.Thisincomparisonwiththehistoric
aimtocloseadeal.BeingtrulyCustomerCentricmeanshavingyourcustomersattheforefrontof
everythingyoudo:fromacquiringGood-FitCustomersinthefirstplace,toOrchestratingand
Operationalizingengagementwithyourcustomeracrosstheentirelifecycle.Thisplaybookdescribes
asalesandengagementmethodologybasedonacustomercentricapproach.

Thegoalofacustomercentricapproachistogivecustomersanexperiencethatresultsinthe
customerbeingsuccessful,andasaresulttheystaylonger,buyingmore,andspreadtheword.

1.2 WhatCustomersWant
Sowhatdoesamoderncloudcustomerwant?

1. Helpcustomerssolvetheirproblems-Findandidentifycustomersthathavethesymptoms
oftheproblemthatyourservicecanhelpsolve.
2. Byaskingmeaningfulquestions-Customersarewillingtohelpyouifyouareaskingtheright
kindsofquestionswiththeintenttounderstandtheirproblem.Theyarenotinterestedin
givingyouinformationsoyoucanoptimizeyourpitch.
3. Educatethemontheproblemandavarietyofthesolutionswiththeirtrade-offsbasedon
valuableinsightsandtangibledata.Theydonotwanttobesoldbasedonyourabilitiesto
convincethemtobuysomethingtheydonotneed.
4. Shareyourexpertisethroughstoriesofothercustomers-Theywanttohearhowothers
solvedthesameproblem,andtheoutcomes.TheydonotwanttoseeyourPowerPoint
presentation.
5. Foryoutomeetonline-Theyprefertomeetyouonlineversusyoushowinguponsite.
6. Foryoutovaluetheirtimewithshortermeetings-Noneedforanhour-longmeetingwith10
actions.Theypreferashortmeetingwith1actionitem,andfollowupwithanothershort
meeting.
7. Foryoutohelpthemrightnow-TheyarenotinterestedinwaitingforanAEtomeet.
8. Foryoutocommunicatewithshortermessage-Theydonotwishtoreceivelong-winded
emailswithmultiplelinkstoclickanddocumentsreview.Shortermessaginginreal-timeis
winningoveremailswithparagraphs

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1.3 AJourneyOfExperiences
Acustomercentricsalesprocessstartswiththecustomerwhohasaproblemthatyouarehelpingto
solve-notwithadealyouarelookingtoclose.

Figure1.1:TheJourneyofSixDistinctExperiences

ThiscustomerjourneyisriddledwithchallengesthatyouhavetohelpnavigateyourcustomerAND
yourcompanythrough.Itfollowssixexperiencesacustomerwantstohave,asoutlinedinthepicture
aboveanddescribednext.

Figure1.2:TheJourneyofSixDistinctExperiencesMappedOnASalesFunnel

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Table1-1:TheSixExperiencesACustomerWantstoHave

EXPERIENCE DESCRIPTION OURRESPONSIBILITY

OSH!T Thecustomerrealizestheyhavea Wehavetomakethecustomeraware

Ihaveaproblem problem(wecanprovokethis oftherealproblem
realization)

AHA Thecustomeridentifiesapotential Wehavetoeducatethecustomeron

thereisa solutiontotheproblem theimpact/implications
solution

WOW Duringtheeducationprocess,the Wehavetohelpthecustomer

Thisteamreally customergainsgreatinsightsthat understandthetradeoffsofnotdoing
knowstheirstuff spursthefirstpurchase anything

YEEHAW Theserviceworksasadvertised, Wehavetomakesurethecustomer

itworks deliveredontime,withinbudget,solving onboardsandachievesfirstvalue,
theproblemdiscussed.Anythingless quickly.Wemustrapidlymovethem
leadstobuyer'sremorse. pasttheWTF!?!momentandDesign
thenext6-12months,managing
expectationsalongtheway.

AWESOME Customerusestheserviceconstantly Wehavetohelpthecustomeruseitthe

problemsolved andcantimaginelivingwithoutit. rightwayandexpanditsusage

OMG Thecustomercomesbackformoreand Wehavetohelpthecustomershare

Ineedtoshare sharestheirexperiencewiththeworld. theirexperience
thisexperience

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1.4 BasicElements
Belowareseveralkeyexperiencesthatdirectlyimpactmodernselling.Theyhavebeentransposed
overatraditionalland-and-expandfunnelasusedinmostcloud/SaaS/servicesbusinessestoday.

KEY#1THEVALUECREATIONPOINT
Customersbecomemoreawarewhentheyrealizethereisaproblemorthepotentialforan
economicbenefitinacriticalpartoftheirbusiness.Theysearch,discover,andmakeadecisionifthe
issueispressingenoughtowarrantaction.ThisistheAHAmoment,andthisAHAmomentisbest
achievedthrougheducation(notmarketingorselling).Theeducationprocessallowsacustomerto
putthepiecesofthepuzzletogether.Solutionproviderswanttobeapartofthiseducationprocess,
somarketingteamsraiseawarenessbycreatinginfographics,conductingwebinars,publishingblog
posts,tweetinginsights-alltopromotecontentthatcontainsthecompanysinsights.

Figure1.3:TheMostImportantMomentInTheCustomerJourney

Byprovidingcustomerswhoareatthisstagewithvaluableinsights,youcanearnenormoustrust-
andwiththat,accesstoadeeperunderstandingontheunderlyingimpacts.

Valuecreationistheprocessofunderstandingyourcustomersneedssowellthatyouareableto
matchthestrengthsofyoursolutionwiththecustomerskeydecisioncriteria.Ifthishappens,then
therighttrade-offforthecustomerresultsinadecisionforyoursolution.Thiscanbeapainstaking
effortandhas2keyelements:

1. Yourcompanyssolutionoffersawiderangeofbenefits-someofthemareunderstood,
someofthemaremisunderstood,andothersarecompletelyforgotten.

2. Ontheotherhand,thecustomersproblemisnotalwayswhatitappears,orwhatthe
customertellsyouitis.Findingoutwhattherealproblemisrequirestheirsituational
knowledgepairedwithyourinsights.Thisiswherewithgreatpowercomesgreat
responsibility.Yourpowersshouldbefocusedonfindingthecustomersrealproblem-their
DesiredOutcome-notforcingyoursolutionontothem.

Inaperfectworld,youruniquesellingpointsmatchthebuyerskeydecisioncriteria,intherightorder
ofpriority.Managingthevaluecreationpointstraditionallywasdonebyaconsultativesales
professionalwho,throughaseriesofin-personmeetings,wentalongwiththecustomerindiscovery.
Today,thisinsteadtakesplaceonline

KEY#2CUSTOMERSWANTTOBEINFORMED/EDUCATED-NOTTOBESOLD(AHA)
Askingacustomerwhichoftheexperiencestheyvaluethemostinacompanyyoucommonlyhear
Education,Bestpracticesetcetera.Inmostcompaniesmarketingfeelsitisresponsiblefor

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creatingawarenessandsalesfeelsitisresponsibleforwinning/selection.Sowhoisresponsiblefor
theeducationofacustomer?ThemostcommonmistakemadebycompaniesisthatMarketingand
Salesbothbelievetheyareresponsibleforeducatingthecustomerandtheyusetheirskillssetssuch
asmarketingandsellingtoaccomplishthat.Howevereducatingisneither-andeducationisnot
performedbyamarketerorasellerbutbyateacher.Thisisnotafunctionthatcommonlyalignswith
onedepartmentoranother-itsamindsetthatshouldbeinherentinalldepartmentsthathave
customerinteractions.

Figure1.4:TheMostImportantExperienceforacustomerisEducation

Itmustbenotedthatmisunderstandingtheroleofeducationoftenleadstotwomajormistakes:

NeverselltoapersonintheEducationstage:Thisleavesaverybadtasteforthecustomer:
theyfeeltheyarebeingledalong,asiftheyarecattle.Whenyoueducate,yourprimary
objectiveshouldbetohelpyourcustomer-diagnoseandprescribe(youllhearmoreabout
thislater).

NevereducateapersonintheSelectionstage:Similarly,nevereducateacustomerwhois
abouttomakeapurchase.Acommonmistakeofanewbiesalespersonistobesoexcited
withtheimpendingclosetheystarteducatingacustomeraboutalltheupcomingfeatures
andbenefitsthatareontheroadmap.Andthenthecustomerdelaysthepurchaseuntilthe
releasedate.

Thisissuchacriticallessonthatcompanieshavestartedtoseparatetheexperiencewhencustomers
cometothemonline.SeetheexamplebelowinwhichOutreachestablishedinyourfirstvisit,whatto
helpyouwith,e.g.assistyouwithapurchase(WOW)orareyoustillineducation(AHA).

KEY#3CLIENTSFIRSTMAKEANEMOTIONALDECISIONTHENRATIONALIZEWITHFACTS
Humanstendtofirstmakeanemotionaldecision,theythenrationalizewithfactsandfigures.Thisis
wellunderstoodhumanbehavior.Youfirstfallinlove,andthenyouthinkitthrough,anddecideifyou
arewillingmaketheinvestment.

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Figure1.5:PeopleFirstMakeAnEmotionalDecisionThenRationalizeWithFacts&Figures

EmotionalDecisionProcessIntheemotionaldecisionprocess,peopleareopento
out-of-the-boxideas,andtheseideasareeasiesttorelatetoiftheyarevisualized.Humans
emotionallyconnectalotfasterthroughvisuals.So,typicalactivitiesinthisphaseare
whiteboardsellingandbrainstorming.Typicalcontenttypesinthisphasearewhitepapers,
videos,researchmaterials,avisionpitch,andsoon.Attheendoftheemotionaldecision
process,buyersfeelliketheywantthis.

RationalDecisionProcessAtthispoint,therationalpartofthebraintakesover,andwesay
thingslikethedevilisinthedetailsorletsgooverthefactsandfigures.Thisiswherea
customerstartstothinkabouttrade-offs,andweighcostsagainstbenefits.

Therearetwotimesacustomergoesthroughatremendousemotionalexperience.First,earlyonin
thesalescyclesastheyexperiencetheproblem,andthenagainrightaftertheyvecommitted.

Thesetwoexperiencesdemandverydifferentcontent.Forexample,forrationaldecision-making,we
oftenlookforcontentsuchaspricing,productspecificationsheets,speedsandfeats,competitive
matrix,andsoon.Therationaldecisionprocessissuccessfullyconcludedwhenthecustomersthink
Iwantthis,andresearchshowsitstherightthingtodo.Mostcompanieshaveamplerational
content.

ContentthathelpswithanEmotionaldecisionismorevisual-thinkofvisionvideosandwhiteboard
sessionsduringthesalescycle,andbestpracticevideos,use-casesandspeakingtoapeerduringthe
onboardingexperience.

Tobesuccessful,youhavetobesuccessfulinwinningemotionaldecisions.Thisrequiresthat
Marketing,SalesandCustomerSuccessorganizationsbecomeintimatelyinvolvedwitheachother,
leveragingeachother'sknowledgeandcustomertouchpointsasmuchaspossible.

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KEY#4THEIMPORTANCEOFTHEONLINEEXPERIENCE
Whenwesaycustomersaremakingadecisiononlinewhatdowemean?Adecadeagotolearn
moreaboutaproductyouearlyonhadtocontactasalesprofessional.Todaytheinternethas
replacedthesalesprofessionalasInformationButler.Themomentintimeaclientcontactsa
professionalistrendingtolaterandlater.Thismeansthattheroleofonlineisrapidlyincreasing.The
picturebelowshowsthatthecustomerislikelytohaveexperienced;TheOShit/Ahamoment(VCP),
madeanemotionaldecisionbasedontheeducationyourcompanyperformed.

Figure1.6:CustomerExperienceTheseKeyMomentsOnline

Thepicturebelowshowshowtheexperiencecanbeimplementedinaheaderonaweb-page.A
customernavigateswithaseriesofclickstheentireexperience.

Figure1.7:JourneyofaCustomeronaWebsite

AnormalonlinecustomerjourneygoesthroughtheO-SH!Texperienceasfollows:

1. GooglesaproblemlikeHowtosetupaSaaSsalesorganization.Searchresultsshowablog
postfromacompanyWinningByDesign.ThisiswheretheygetthefirstsmallAHA
experience.

2. Googledirectstowww.winningbydesign.comblogarticlethatoutlinesthisproblemandtakes
youthroughtheOShitandAHAexperience

3. Findsmoreinsightsonthewebsite,understandswhichkeywordstolookfor.

4. Checksouttheprice,justtogetabetterideaofwhatsinvolved.

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5. Likestheexperienceandgoesbacktothewebsitetosignupforademoorcall.

6. TheWinningByDesignteamreceivesthecall/inboundandsetsupaDiscoveryCall.


KEY#5CUSTOMERSMAKEATRADE-OFF,NOTADECISION
Onceacustomerhasdeterminedtheprojectisimportant,theywillselectoneortwotrustedvendors
identifiedduringtheEducationphase.Thesetrustedpartnersareaskedtoprovideaproposalthat
outlinesasolution.Thevarioussolutionsarecomparedagainsttheirselectioncriteria.

Thekeyhereforthesalesprofessionalistorealizethisisaprocessoftrade-offs,notoneofaclear
winner.Thereisnoperfectsolution,andeachsolutionhasitsprosandcons.Thekeyforthesales
proistomatchtheirvaluepropositiontotheneedsofthecustomer-andtherebycreateatrade-offin
favorofchoosinghisservice.ThisisaWOWexperience.

Figure1.8:HelpYourCustomersMakeATrade-off

KEY#6UPSELLANDCROSSSELL
Rightafterthecustomerhas(verbally)committed,comesanincrediblyimportantpoint:Thecustomer
mayhavesomeworriesaboutthecommitmenttheyjustmade.Asaprofessionalyouneedtohold
theirhandandhelpthemtoasuccesspath.

Figure1.9:Orchestrate.ThePointWhereYouStageTheRelationship

Similartothevaluecreationpoint(betweenOshitandAha)thereisauniquemomentthatallowsfor
buildingagreatexperience.ThismomentiscalledtheOrchestrationPoint.Thisistheunique
opportunitytomanageexpectationsandconstructhowthenext6-12monthswilllooklike,including
thekick-off,onboarding,usageandeventheexpansionplans.

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Tomanyclientsyounowhavebecomepartoftheirteam.Agreatactiontotakeistousethistodoa
deepdiveonneeds,organizationalstructure,proponents,etc.Howeverthismomentonlylasts1-2
days/weeksatthemost.Youneedtoleveragethismomentotherwiseitwillneverreturn.

KEY#7ISTHEREANYONEELSEWHOCANBENEFIT?(OMG)
Youveworkedhard,theentireorganizationdelivered.Maybethereweresomeissues,butyou
resolvedthemandthecustomerishappy.Thisisthetimetospreadtheword:

Askforit:Isthereanyoneelseyouthinkthatcanbenefitfromthisservice?
Socialize:Lovethewayyouareusingtheservice.Wouldyoubeinterestedinbeingfeatured
inablogpostwhereweshowcaseyouandwhatyouaredoing?/socializeduringacoffee/
etc.
Academic:Thedataweseecomingoutofyourserviceischangingthewaypeoplelookat
this.Wouldyoubeinterestedinworkingonapublication/speakingatanevent/doinga
webinar?

Figure1.10:HappyCustomersShareTheirExperienceandGenerateNewCustomers

TOSUMMARIZE:
Createvalue:Helpyourcustomerdiagnosetheproblem,dontfeedthemtheanswer
Educate-donotsell:Prescribeasolutiontotheirproblem
Helpthemmakeatrade-off:Assisttheselectionprocess,betheonetheycallformoreinfo!
Emotionaloverrational:Considerusingmorevideo/visuals
Construct:Sharehowthenext6-12monthswilllooklike,takingawaytheirworry,and
extendingthegreatexperience
Earnwordofmouth:Ifyoudotheabove,youwillcometofindthattheywilltalkaboutyou
anytimeintheprocessandnotjustaftertheydeployedyou!

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