SOMEONE needs to do it --
-- The Hard Work of Customer Insight for Executive Engagements.
Bios, website cut and pastes, and generic research reports are not insight. Someone still needs to sum it all up.
Undoubtedly, most executives (discussion leaders) despise walking into to a customer meeting unprepared. They prefer friendly, focused, purposeful, two-way discussions versus giving their standard pitch to strangers' glazed-over eyes.
They also know when a missed opportunity is the sales team’s fault – for not preparing them. I’ve seen this first-hand many times.
Insight is the final and most difficult step in your customer research journey – I call it “last mile insight”.
It’s the conclusions from your 100+ hours of homework. It’s what all your customer intelligence means to advancing a relationship and deal.
Insight connects the dots -- connecting your customer to your solutions, and more intellectually connecting your executives to customer executives. The best such connections generally win the deal.
Customer “intelligence” is great, but it’s the “insight” that provides the value to your executives. Some technology solutions might deliver loads of customer intelligence, but humans still need to sift through and add reasoned judgement to drive the insight.
SOMEONE needs to do it – whether it’s the sales team, sales ops, marketing, or an outside consultant.
Executives need to feel and appear confident, competent, and credible.
Great insight is the wind beneath their wings.
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If your sales teams or executives need help connecting with one or more of your enterprise customers, then let’s have a chat. I can quickly help. Ned@LastMileInsight.com www.lastmileinsight.com