Bob london's Curiosity Code: How to Grow by Thinking Like a Customer
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The document discusses a 'listening-first' approach to business that emphasizes understanding customers' real problems and priorities to enhance value and growth. It critiques traditional marketing methods and advocates for empathetic marketing through direct conversations with customers to better align products with their needs. Key outcomes of this approach include clearer differentiation, improved marketing metrics, shorter sales cycles, and increased customer retention.
Bob london's Curiosity Code: How to Grow by Thinking Like a Customer
- 1. How to Grow by Thinking Like a Customer. BOB LONDON / CEO & FOUNDER WWW.CHIEFLISTENINGOFFICERS.COM
- 2. YPO MXN VALUE STATEMENT: “I run my business better as a result of my participation in MXN.” 2 It turns out many businesses don’t fully understand their customers’ & prospects’ real problems & priorities. THE PREMISE A simple, “listening-first” approach that improves your ability to deliver additional value, differentiate & grow.
- 4. @chief_listener 4 SELFIE-STYLE MARKETING • Conceived in an echo chamber. • Assumed they knew what mattered to customers. • Wasted hundreds of millions of dollars. EMPATHETIC MARKETING • Started with authentic curiosity. • Listened to unfiltered customer voice. • Identified unsolved customer frustrations. Stagnant, Share-Shifters Share-Stealers:Fastest-Growing US Carrier for 5 Years
- 5. “B2B COMPANIES ARE TALKING PAST THEIR CUSTOMERS” The themes that many companies consider important appear to have minimal influence on buyers’ perceptions. @chief_listener 5
- 6. TRUE “WE INVEST A LOT OF TIME JUST LISTENING TO THEIR PERSPECTIVE, WITHOUT TRYING TO SELL OR SOLVE.” NOT TRUE @chief_listener 6
- 7. Ye Olde Four P’s of Marketing Producte, Place,Price, Promotione Discovering TheCustomers’ 4 P’s Priorities, Problems,Perceptions &Preferences. @chief_listener CHALLENGES Customers Have More Knowledge/ Power. Their Needs Change Over Time. Irrelevant, Automated Marketing Creates Wall of Noise…Inhibiting Intimacy. GOOD NEWS Our Human Traits Can Close the Empathy Gap. Invaluable Insights Are There for the Asking. HUGH 7
- 8. Subject: A quick favor, if you can. Dear (name): I hope this note finds you well. I’m touching base to see how things are going and also ask if you’d be able to participate in a very brief research project we’re undertaking. As background, things are going very well at (organization name). To make sure that continues, we want to make sure we’re aligned with our customers—and that means getting real-world perspectives from folks like you. We’re just looking for your candid thoughts on a few things. Would you be able to have a 20-30 minute, one-on-one phone conversation? If so, please reply with a couple dates/times when you’re free. Or you can use this scheduling link to find a date and time that works for you: (TimeTrade.com or Calendly). Your involvement and support would be greatly appreciated. If you have any questions, please feel free to reach me at (phone) or (email). Best regards, (Your name) @chief_listener THE SINGLE MOST POWERFUL EMAIL YOU CAN SEND (75% SUCCESS RATE) 8
- 9. SALES CALL SUPPORT CALL SURVEY A new type of open-ended, unfiltered, non-sales conversation with customers & prospects solely to discover what the world looks like from their perspective. @chief_listener 9
- 10. • 30 minutes each. • Mix of existing, lost & prospective customers. • Ask disruptive questions. • It’s a conversation, not a survey. • Start with their big picture. • Go where they want to go. • Authentic curiosity. • Don’t be defensive. • Embrace the “rants.” • No selling. 10 ONE-ON-ONE CONVERSATIONS 10
- 11. “That’s a great question, Bob.” 11
- 12. @chief_listener 1 What’s in their “brain pie chart”? Tie your product or service to their goals & budget priorities. WHAT’S ON YOUR WHITE BOARD? YOUR TOP 2 BUSINESS PRIORITIES FOR THE NEXT YEAR OR TWO? 12
- 13. @chief_listener 2 Quickly identify the delta between where they want to be (priorities) and where they are now. See how their answers align with your proven— and hopefully unique— strengths. WHAT DO YOU AND YOUR TEAM NEED TO GET BETTER AT THIS YEAR? 13
- 14. @chief_listener 3 Buyers don’t want all things to all people. They want “a job done right.” Your sweet spot is the foundation of your positioning. It’s what creates pride among your team. WHAT ARE WE BETTER AT THAN ANYONE ELSE? 14
- 15. @chief_listener 4 This reveals their knowledge gaps. Your insights can provide tremendous value to them. (Why don’t they ask you these questions?) IF YOU HAD A FREE HOUR WITH A WORLD- RENOWNED INDUSTRY EXPERT, WHAT WOULD YOU ASK? 15
- 16. @chief_listener 5 Every customer has a thought bubble when they get a cold call or go past a trade show booth. This is the elephant in the room that your positioning needs to address. I call this the “Elevator Rant.” DOES OUR INDUSTRY HAVE A REPUTATION (GOOD OR BAD)? 16 *What buyers say to each other, but not to you.
- 17. @chief_listener 6 WHAT WOULD MAKE YOU A CUSTOMER FOR LIFE? ”Great question. No one’s ever asked me that before!” Wait: We all want customers for life but never ask what that looks like to them? (the killer question) 17
- 18. By discovering their target audience’s Elevator Rant 18@chief_listener
- 19. Every year, we’ll come out and brief you on the top 3 tech trends and how they impact your business. At no charge. IT Outsourcing Firm Cloud Management Software Vendor CFO (Non-Technical): “The technology works fine…but I’m anxious about missing the next tech wave.” Chief Information Officer: “The software tries to do too much. Does it solve one problem really well??” We’ve pivoted to a web app that automatically turns off public cloud when you’re not using it, reducing monthly costs by 20 – 60%. COMPANY ELEVATOR RANT WINNING PITCH $1.7M in Funding 300+ Enterprise Customers 19
- 20. @chief_listener 20 1. Clearer positioning & differentiation—less competition on pricing. 2. Improved marketing metrics & ROI. 3. Shorter sales cycles, increased win rates. 4. Increased customer retention rates. 5. Increased top-of-mind awareness, goodwill & trust.
- 21. STAY CURIOUS. Get the FREE Customer Re-Discovery Playbook at www.customerrediscovery.com Chat with Bob at www.chieflisteningofficers.com/book-a-call-with-bob-london BOB LONDON BOB@CHIEFLISTENINGOFFICERS.COM +1.240.994.7644 @chief_listener 22