Creating a better experience

Last week brought me to the West coast for a visit with one of our customers. One of the parts that I thought was a little different was where the customer asked, “What are we doing wrong. Is there anything that we can be doing to help YOU.” The sudden role reversal threw me for a loop. I have to admit, I wasn’t prepared for this question. I had compiled all sorts of notes in my mind about new products, features and technical support in preparation for the meeting…I even came up with a list of questions about their current business activities so that I could learn a little more about how things are going and where they are headed. But, how can THEY help US? This question made me pause.  So what do they mean by it? What are they really getting at with a questions like this? Is it sincere or just a cliche? How should you answer it?

It’s actually a very clever question for a customer to ask a vendor because it allows a customer to get a read on a vendor’s motives and intentions. Think about it. You might answer the question by asking another question, like, “you can tell us what else we need to do in order to get this upgrade deal done.” But a statement like this makes it clear that you are all about the deal. You have fallen into a trap. Your focus is on yourself and not on helping your customer. Unless you were a complete ametuer, you’d never fall for that one. Do you really think your customer would ask this question if it was just about completing a deal on the table?  I don’t think so.

Customers ask vendors questions like this when they hope you can provide them with a lot more than just product licenses. They are looking to improve their operations by asking for your perspective. They are looking outside themselves for thought leadership and information about themselves and the market. Now, are you going to honestly answer the question and help them, or just provide a bunch of meaningless fluff? You have only a few seconds to decide…

It’s our sales tendancy to go for the fluff and begin listing everything you like about your customer. It’s certainly the safe approach. More risky…you could go for the truth and explain how difficult a certain aspect of the relationship is (or whatever the challenge is). But is saying this really all that risky? Remember, a customer who has the guts to ask their vendor for honest feedback probably has some pretty stong leadership in place who asks the same questions to their subordinates. This kind of transparency is in their culture. Therefore, you have to recognize this and run to it…not away from it.

The vendors that can share honestly and constructively collaborate with customers will be the ones considered strategic. It’s not always the biggest vendor with the biggest recurring license revenue. These companies get thrown out on their ear all the time. Rather, it’s about what you can offer in the way of respectful feedback and thought leadership that makes the difference.  Building this kind of rapport with a customer takes time and trust. You’ll know you’ve reached an important milestone in your relationship with them when they start asking, “how can we help YOU.”