“Be the customer of your customer.” – Ashley Welch in today’s Tip 998
Are you a customer of your customer?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Ashley Welch. Ashley is the Co-Founder of Somersault Innovation and the Co-Author of Naked Sales: How Design Thinking Reveals Customer Motives and Drives Revenue. She’s endlessly curious to understand the “why” behind people and their ideas and has spent most of her 20-plus- year career in sales working with global companies to inspire collaboration and innovation and is always thinking of new ways to solve a problem or create something captivating. Here she is:
Ashley Welch: Be the customer of your customer, so that you can have an experience of being their customer and then share that with them. You learn all sorts of good information and your customer is going to be curious what you learn. So a couple examples, we’re working with a client right now. They do something called in response tests that’s essentially being a customer of their customer. They’ll go online to their prospect or customer. They will write in a query and see how fast it takes them to respond. They collect that data. They can compare it to their competitors, for example, and then they can serve that back to their customers and say, “Hey, I had this experience trying this out, and this is what I learned.” It’s a great way to get information, and it’s a great way to connect with your customer prospect.
Another example I love is we were working with an executive at Salesforce, and he was selling his house. So he was actually a real customer of a real estate agency who was also his prospect. So he had this experience of selling his house with this realtor, real estate company, and he had all sorts of things to share. So when he got in the room with his executive at this real estate company, he said, “Actually, I don’t really want to tell you about Salesforce right now. I want to tell you about my experience as a customer.” And he said it completely changed the game in terms of the conversation. And he ended up getting the deal. But it started from this conversation that was very authentic about his relationship to the brand versus what he was selling.
So check it out. Be creative. Find different ways to be your customer’s customer.
Scott Ingram: For links to learn more about Somersault Innovation, Ashley’s Naked Sales book, and more, just click over to DailySales.Tips/998
Once you’ve done that. Be sure to come back tomorrow for another great sales tip. Thanks for listening!