Friday, February 24, 2006

The Next Five Minutes ... Will it be Productive for Your Customer?

Nothing accelerates the path to value more than capturing and understanding what your customers want to accomplish in the next five minutes, and delivering a relevant and personalized experience that makes it possible for them to achieve their objectives.

Do this and you will connect faster.

To do this, obviously, you need to change your internal marketing processes. You need to capture the customer data that is important to your ability to help them achieve their goals.

Start tomorrow morning. Keep it simple. Just do it with a couple of prospects. Ask them what they care about, what they want to do, what they value. Then step back and look at all the resources at hand and use them to make these few prospects successful. Stay connected with them and let them know you want to help them achieve their goals.

Learn from the experience and begin again with a larger group of prospects. Build up your processes gradually. But keep a focus on what you can do to make each customer encounter deliver in the next five minutes a relevant and personalized experience.


At 3:59 PM, Blogger amy said...

The idea of simplicity in public relations and marketing seems to be following me around. I have been told on more than one occasion over the past few months that the key to selling a product or pitching a campaign is to keep it simple and too the point. Keep the frills to a minimum and just get straight to the point. It is such an obvious idea, but I feel like it is also an idea that is overlooked a good bit. But, if you get right down to the bare basics, public relations and marketing are basically finding out what the client or public wants and figuring out a way to give it to them as honestly as possible. That seems like a pretty simple concept to me.

At 11:33 PM, Anonymous Heather said...

I agree with your post and what Amy had to say in her comment. Simplicity is key to the majority of things. In marketing and public relations it is best to keep it down to the bare minimum. What the client/customer wants, why they want something and what do they expect to get from it. This also plays into effect in survey research. In our class we are working with a client to produce a survey for them to find out any information they want to know. We will ask them, in the first five minutes of our meeting, what they want to get out of this survey, what they want to do with the results and why they want to do the survey.
This simplicity rule can be, and should be, applied to almost every situation including in the job and school fields. The process of finding information from your client should be a gradual process like you said. Once you get the foundation up and strong, then the details and specifics can be added. Starting small and working into a larger and bigger picture.

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