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12 The Titanic Risk Of Not Discovering Your Customer's Top Level Business Priorities

Name: 12 The Titanic Risk Of Not Discovering Your Customer's Top Level Business Priorities
Uploaded: 2023-08-18T20:56:48+00:00
Duration: 46 s
Channel: Bob London
Description: In this presentation, Bob London argues that the most successful companies secure growth and retention by explicitly linking the value of their products…

18 Aug 2023 · 1 min

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In this presentation, Bob London argues that the most successful companies secure growth and retention by explicitly linking the value of their products or services to a customer's top‑level business priorities—those discussed at the board level. He warns that focusing solely on day‑to‑day users is risky because those contacts can leave, be promoted, or have shifting priorities due to macro‑economic forces such as interest rates and inflation. By uncovering the strategic priorities that drive boardroom conversations and framing the solution’s impact against those priorities, a vendor can maintain relevance even when the primary contact changes, thereby increasing the likelihood of customer retention and upsell opportunities.

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The most successful companies in the world are really good at positioning the value of their product or service against their customers' top-level business priorities. So if I tie my solution, the value of it, to the day-to-day customer, that customer may leave or get promoted. And then we have to kind of start over again, educating them and establishing. And also companies change their priorities all the time because of economic issues, macroeconomic trends, you know, interest rates, inflation, pick your poison. If we can discover the top-level priorities, here's what's going on in the board meeting, here's the big topic of conversation, and tie the value of our solution to that, we have a much greater chance of not only keeping that customer and retaining them, but growing the business because we're proving value at the top levels of the company so that when our decision maker or day-to-day contact leaves, there's still an impact to that organization if they no longer use our product.