Your Customer Re-Disovery playbook includes the proven list of insight-provoking questions, tips on how and why to ask them and an overall project guide for your entire “customer listening” initiative.
That’s everything you need to rediscover your customers’ real issues (we call them Elevator Rants) and translate them into differentiators that are meaningful and valuable from the customer’s perspective. So you can start getting customers for life at the price point you want.
This playbook is offered exclusively to CEOs, business owners, entrepreneurs and executives in marketing, product management, product marketing and sales.
What's in the playbook?
Gain fresh customer insights to differentiate your business, product or service.
In order to be more relevant in the marketplace, you need to learn what the market landscape looks like from the customer’s perspective. What’s important to them? What problems aren’t being properly addressed? What changes in your product, service or processes would make them a “customer for life”? The best way to answer these questions is to…ASK THE CUSTOMER!
The Customer Re-Discovery Playbook includes all of the questions, steps, tips and templates you need to uncover meaningful, tangible ways to differentiate your business that are valuable from the customer’s point of view.
``Magic`` questions
Proven to elicit deep insights from customers and prospects regarding their actual priorities and pain points, how they value products and services and how they make decisions.
Process
Step-by-step instructions on how to approach customers and prospects, “hear what they’re thinking” and find fresh insights.
How to ask
Guidelines and tips on conducting conversations with customers and prospects–including the best ways get them to open up–in order to reveal candid, useful insights.
FAQs
Answers to frequently asked questions we’ve received over the years–so you don’t have to take time out of your busy schedule to ask!
Why do you need the Customer Re-Discovery Playbook?
The ROI on listening includes:
Better engagement across all channels.
Increased campaign metrics.
Increased sales win rates.
Improved return on marketing investment.
Reduced marketing waste.
Does this “customer listening” approach really work?
-
“Bob is is relentless, in a positive way, about using a customer as the reference point (‘what would the customer think?’). This really rooted us with the audience and prevented us from sounding like we were talking to ourselves.”
-
“In meeting with Bob for just an hour or so, I got precious new clarity on our go-to-market strategy and priorities—something I’d been wrestling with for two years (with multiple marketing resources).”
-
“He applies business savvy and experience to make marketing a good investment rather than simply a series of activities that may or may not have the desired result.”
-
“Great results came from our deep engagement using Bob’s ‘customer listening’ approach, because it got right to the heart of the true value of our product–from the customer perspective–beyond fuzzy platitudes.”
Read the entire story here.
-
“The feedback from every Partner, as well as my assessment of the effort, was outstanding and led to tangible results, including the partners’ satisfaction with their NAFCU partnership.”
Read the entire story here.
-
“Rather than focusing on tactics like SEO, email, print or events, Bob started by getting us to look at our motives. In other words, spending a dollar on traditional marketing meant not investing in, say product development, support, or an additional sales person.”
Read the full story here.
-
“You rarely find this combination of strategy and creativity in one resource.”
-
“We got actionable customer insights that led to powerful creative concepts.”
-
“The changes to our positioning and pitch made a huge and immediate difference.”
Read the entire story..
-
“Bob synthesized our story so it clearly presents what we are about and makes our marketing more effective.”
-
“The customer insights Bob uncovered were instrumental in our successful pivot that led to a $1.6M investment.”
Read the entire story here.
-
“Now our prospects’ eyebrows jump off their head and they say, ‘Why doesn’t my vendor do this?'”
Watch the video here.
-
“Bob did a fantastic job of translating the customers’ perspective into an effective vision and strategy.”
