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Customer Centric Discovery
Discovery the Salesforce Way
Michael Scherbaum
Sr. Mgr., Partner Field Development
mscherbaum@s...
Vision
Every customer or prospect touched by Salesforce
will feel respected, valued and understood.
They will learn from u...
3
Customer Centric Discovery
Use the best analytics to get smart
about your customer’s industry,
org, roles and pain point...
The Customer Centric Discovery Framework
KNOW
3 Areas to Analyze
• Industry: trends & POV
• Corporate: goals, pressures,
o...
The Customer Centric Discovery Framework
Move to BE when you can speak confidently about the client’s universe, have forme...
KNOW | Industry: trends & challenges
6
• What are the biggest
external drivers and
challenges in the
industry?
• How does ...
KNOW | Corporate: goals, pressures, obstacles, initiatives
7
• Earnings transcript
• Letter to Shareholders
• 10-Q/10-k
• ...
KNOW | Contact/Buyer: interests & goals
8
• What are they focused on? What do
they care about?
• What part of the company’...
Move to CONNECT when you have an interesting story or insight to share about your customer’s world.
BE
Do you want to buy ...
BE | Your Customers on-the-ground reality
10
BE | The emotional experience of being your customer’s
customer
11
BE | Be an Expert Observer
12
Move to CREATE when you have a genuine connection with your client, a clear understanding
of their priorities and a sense ...
CONNECT | Identify your insights
14
I was in CVS recently
and learned that many
women are confused as
to which razor to
pu...
CONNECT | Visualize the customer’s current reality
15
Ask your customer one or more:
• To describe their organization to
y...
Although Discovery never ends, the next stage in this process is Development
and is dependent on the context of your oppor...
CREATE | Storyboard Lite- Draw It!
17
CREATE | Mutual Plan
18
Identify:
• Where to start in the organization
• Who else needs to be involved
• What is the timef...
thank y u
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Customer Centric Discovery

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Customer Centric Discovery

  1. 1. Customer Centric Discovery Discovery the Salesforce Way Michael Scherbaum Sr. Mgr., Partner Field Development mscherbaum@salesforce.com
  2. 2. Vision Every customer or prospect touched by Salesforce will feel respected, valued and understood. They will learn from us as we learn from them, going well beyond just a vendor relationship. We are customer connected.
  3. 3. 3 Customer Centric Discovery Use the best analytics to get smart about your customer’s industry, org, roles and pain points. Put yourself in your customer’s shoes, and your customer’s customer’s shoes. Understand their value chain and be curious. Build a storyboard and mutual plan with your client to address their priorities. Share your insights, understand their perspective and co-create a vision.
  4. 4. The Customer Centric Discovery Framework KNOW 3 Areas to Analyze • Industry: trends & POV • Corporate: goals, pressures, obstacles, initiatives • Contact/Buyer: interests & goals By working smart, this analysis allows us to connect with our customers in their language, identify what they care about and build credibility. BE 3 Things to Learn • The work experience of your customer’s employees • The emotional experience of being your customer’s customer • Your customers’ entire value chain By putting ourselves in the shoes of our customer, it prepares us to have an authentic conversation, establish a deeper connection, discover unmet needs, be more creative in our solutions and build trust. CONNECT 3 Ways to Connect • Share your insights to gain your customer’s perspective • Visualize the customer’s current reality • Co-create a vision Collaborating with our customers to create a vision and share perspective develops an environment where they feel more invested in building a solution with us. We are earning the right to present while turning the tables on a traditional sales approach. CREATE 3 Things to Create • Case for change • Storyboard Lite • Mutual plan By co-creating a plan that helps our customers achieve their vision we are capable of modifying our assumptions and building a unique solution that is often more valuable to both of us than we assumed. 4
  5. 5. The Customer Centric Discovery Framework Move to BE when you can speak confidently about the client’s universe, have formed a few strategic questions, and are starting to draw conclusions about patterns or trends. KNOW Roll up your sleeves and dig in. You are on a hunt to find: INDUSTRY: • Trends • Innovations • How does the industry communicate? E.g. industry publications, twitter, conferences (has implication for how Salesforce would accommodate them) • SF Success cases from same industry CORPORATION If the company is public, see resources below, if company is private, find public competitor and research them to derive insights about your client • Strategic objectives (KPI’s) • Vision • Business challenges • High level financial performance • Future areas of focus and investment • Large acquisitions • Outlook for coming fiscal year • Business segments • M&A history • Geographic locations • Key executives • Key competitors CONTACT • Key responsibilities and areas of focus • Business challenges • Executive compensation structure • Executive performance KPIs and targets By working smart, this analysis allows us to connect with our customers in their language, identify what they care about and build credibility. 3 Areas to Analyze • Industry: trends & POV • Corporate: goals, pressures, obstacles, initiatives • Contact/Buyer: interests & goals RESOURCES Industry Research • Salesforce.com/industries • Internal Chatter groups (i.e. Industries - Media) • Pono.secure.force.com (7 industries) Corporate Research • Internal tools - e.g. Org62, Black Tab, Data.com, Value Market Research team (Chatter Group), Wave Analytics (Account WAVE for AE’s) • Internet tools – e.g. Google, Owler.com, Seeking Alpha, Chairman’s Letter to Shareholders (Annual Report) Roles • Buyer profile- go to Org62 type in “Buyer Profile” • Proxy Statement
  6. 6. KNOW | Industry: trends & challenges 6 • What are the biggest external drivers and challenges in the industry? • How does this affect how they are connecting with their customers? • Industry reports: PwC, Deloitte, E&Y • Letter to the Shareholders • Investor presentations (Find on investor relations of the co website)
  7. 7. KNOW | Corporate: goals, pressures, obstacles, initiatives 7 • Earnings transcript • Letter to Shareholders • 10-Q/10-k • Seekingalpha.com • Morningstar.com • What are their strategic priorities? • What are their business segments and which are doing the best and which are not? • What are their challenges and where may they divest? • Are they growing? If so, how? • Geography- what is the source of their growth from a geo stand point? • How do they make money? • Who are top executives?
  8. 8. KNOW | Contact/Buyer: interests & goals 8 • What are they focused on? What do they care about? • What part of the company’s imperatives fall into their responsibility? • What are the pain points that are getting in their way? • Buyer Profiles • LinkedIn • Google • Proxy Statement Start with persona based profile and then balance with what is real for that person.
  9. 9. Move to CONNECT when you have an interesting story or insight to share about your customer’s world. BE Do you want to buy from someone who you don’t feel cares about you nor can relate to your needs and interests? If you had a choice, probably not. You will change the nature of the conversation with your customer when you tell authentic stories about your client. When you engage in this step, you are looking for what people care about, what surprises you and hacks and work-arounds. (A hack is something one does to get around a current system to make it work for them. For example, using Evernote instead of Salesforce. This signifies a need.) Customer’s Employees • Interview someone who works at the customer site – ask them about their experience, keep asking “why?” in a genuine way to find out about people’s interests or needs. • Look at GlassDoor.com, as one example. Customer’s Customer • Physically go to the customer site – look around, ask someone to show you what they do, be a customer, experience what is like use their product or service and develop your own story. Talk to a real customer. • Go to their website and act as a customer – join their loyalty program, look at social media, call the help line • Find Customer Satisfaction reports or social media commentary Value Chain • Map out the value chain of your customer. A value chain indicates each provider/business that is connected from production to the eventual end-user (final buyer). Some value chains are complex, others are simple. Your task is to understand more fully who contributes to the end customer being satisfied and where their interests lie. Be creative. There are many other ways to learn about your customer. By putting ourselves in the shoes of our customer, it prepares us to have an authentic conversation, establish a deeper connection, discover unmet needs, be more creative in our solutions and build trust. 9 3 Things to Learn • The work experience of your customer’s employees • The emotional experience of being your customer’s customer • Your customers’ entire value chain The Customer Centric Discovery Framework
  10. 10. BE | Your Customers on-the-ground reality 10
  11. 11. BE | The emotional experience of being your customer’s customer 11
  12. 12. BE | Be an Expert Observer 12
  13. 13. Move to CREATE when you have a genuine connection with your client, a clear understanding of their priorities and a sense of how Salesforce may be able to solve a top issue. CONNECT Remember, no one wants to go on a date with someone who only talks about themselves. Create a plan for a collaborative conversation with your client/contact that includes all or some of the following. This may be one or several conversations. • Insights: Share a reflection of what you discovered in KNOW and BE as a conversation starter – highlight what you found interesting, perhaps a disconnect, what was surprising, or where value was lost or gained. “I talked to the distributor that sells your product and they were unable to segment who the various buyers were of your products.” • Visualize: Co-create a visual with them of their corporate objectives, tactics, decision makers, and barriers. This can be done by whiteboarding or live note sharing. Your intention is to involve them in sharing what is important to them and the company. • Inquire about the impact on the business if priorities are not met. • Discuss their values, vision, plans, objectives, and how they measure success (V2MOM). • Co-create a vision of success; ”What if this challenge was solved? What would it look like?” • Share relevant Salesforce customer success stories. 3 Ways to Connect • Share your insights to gain your customer’s perspective • Visualize the customer’s current reality • Co-create a vision Collaborating with our customers to create a vision and share perspective develops an environment where they feel more invested in building a solution with us. We are earning the right to present, while turning the tables on a traditional sales approach. • Get a list of priorities with your client • Inquire about them- what’s missing? • Determine top priorities – those they or org can’t live without addressing • Start with #1- understand what the challenge is, what is impact on business what is getting in way of solving? • Keep asking Why… • Go to priority #2 • End by creating a vision with our customer of one or more challenges solved Didn’t do KNOW and BE? Are you kidding?? But, we know it happens…so here is how to start. The Customer Centric Discovery Framework
  14. 14. CONNECT | Identify your insights 14 I was in CVS recently and learned that many women are confused as to which razor to purchase for a male because there is are so many options and little education in the aisle.
  15. 15. CONNECT | Visualize the customer’s current reality 15 Ask your customer one or more: • To describe their organization to you: divisions, segments, geographies • To articulate the top business: priorities, barriers or enablers to achieving them and intended outcomes • To talk through their organizational structure Capture what you hear on a board in a virtual format that you both can see.
  16. 16. Although Discovery never ends, the next stage in this process is Development and is dependent on the context of your opportunity. CREATE 3 Things to Create • Case for Change • Storyboard Lite • Mutual plan By co-creating a plan that helps our customer achieve their vision we are capable of modifying our assumptions and building a unique solution that is often more valuable to both of us than we assumed. There are a number of ways to create a draft solution for feedback from your customer. You might do all of these below, or just one. You choose based on the context. • Case for Change: create a case for change to check your understanding of their business challenge and to help your customer understand the impact of solving or not solving their issue. This is also an opportunity to start to link what Salesforce has to offer with your client’s business priority. Depending on the scope of your opportunity, this may be a statement, a business case, or a value hypothesis. • “We understand your objective is to increase revenue in the XYZ business unit through greater customer acquisition, and that if you don’t, there will be an impact on your bottom line. Am I correct? If so, I believe we could work together to achieve your goal.” • Storyboard: Create a storyboard with your internal team of the solution you want to present to your customers that solves one of their key business challenges. A storyboard is a visual reflection of what happens if that challenge is solved for the customer and their customer(s). Perhaps multiple steps in the value chain are represented. Presenters who use visual aids are 43% more effective in persuading audience members to take a desired course of action. http://billiondollargraphics.com/infographics.html • Mutual Plan: Create a mutual plan for how you will move forward together. This is likely to include, identification of key decision makers, budget, timing, milestones/deliverables and next steps. 16 The Customer Centric Discovery Framework
  17. 17. CREATE | Storyboard Lite- Draw It! 17
  18. 18. CREATE | Mutual Plan 18 Identify: • Where to start in the organization • Who else needs to be involved • What is the timeframe • Who are the Decision makers • What is the Budget • What is the procurement process • Our next steps • ……. • ……. • …….
  19. 19. thank y u

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