establish & Grow profitable relationships

 

 

Thank you to my clients…

I help you to establish & grow profitable relationships by using tools like strategic storytelling, influencing, pitching and customer centric strategy. It all starts with four questions: 

How do Strategic Stories win pitches to customers & investors?

Winning a pitch is about getting the right blend of strategic excellence and emotional engagement. Most pitches are delivered from a ‘Pitch Deck’ with too much content and too little relationship. So its vital to build a Strategic Story that infuences with the right mix of strategy and relationship. So, how do you get your pitch in tune with the customer?

How do I win the moments that matter in high stakes conversations?

The influence you have on customers and colleagues is the most valuable currency you have, and the best way to spend the currency is in conversations. Whether it’s over a coffee table or a board table something needs to change as a result of the conversation with you. You may need to instill confidence, explain a strategy or make a recommendation. So how do you get brilliant at having these conversations?

Are we doing all we can to realise our potential to grow?

The easiest way to grow revenue is by expanding existing relationships. In B2B businesses you get expanded sales, customer advocacy, equity growth, and a constructive culture when you put your ideal customer in the center of your strategy. It’s about defining who your ideal customer is and crafting a value proposition for them that is unique and compelling. It’s less about closing sales and more about expanding relationships.

How do I maximise my impact as a Senior Executive?

The influencing stakes are higher for senior executives because everything you say and do is amplified. Which means when you are influencing in meetings, making a presentation or giving a keynote you must get it right. Your message must be clear and your delivery confident. You must build your influence inside and outside the organisation.

What My Clients Say

HOW do strategic stories win pitches

to customers and investors?

The right Strategic Story works with right blend of strategic relevance and emotional engagement.  Over relying on the strategy means the pitch is perfect but the customer or investor is out of tune. You are presenting a 'pitch deck' but your customer or investor is overboard. How do you get the harmony you need with the right Strategic Story?

The winning formula to work with is:

Unique Relationship + Value Proposition + Strategy


Time spent telling

  • Unique  Relationship. Delivering a winning pitch starts with considering who is catching – who is your customer  or investor - and what is your relationship with them? What you are selling primarily is trust and a sense of certainty that what you are recommending will work. You have to remember too that you know much more about your pitch than the catcher does. So, first you build relationship and a unique understanding of their needs and environment. Without this you will always lose to someone who has this level of relationship. The first question I ask is – who are you pitching to and what is unique about your relationship right now? And how do you translate that into a value story? This is where your conversation with them starts.
  • Value Proposition. Then consider the best way to frame your proposition. What is the most effective way of moving your customer from uncertain and undecided to certain and committed? You need a central value proposition that is unique to you, valuable to them and impossible for a competitor to replicate. The best value propositions are expressed in no more than 25 words. Can you tell me your value proposition in no more than 25 words? That's my second question. I can guarantee the longer the value proposition is the less successful it will be.
  • Strategy. What is your pitch strategy? There are countless ways to make an ordinary pitch but only a few ways to make a great one. Let’s examine your strategy – how are you developing this opportunity? We will examine your influencing strategy and your pitch presentation. This is the third question I ask – can you tell me how you will win this pitch?
  • Time spent telling. Finally, a winning pitch is about delivery - the people and resources you use to maximise impact. You need to be polished yet conversational. Conversational means involve the customer or investor from the outset as you co-create the proposition. Be businesslike and authentic in style. Stories work best here because they maximise emotional engagement with the audience and show you in an authentic style. So the final question I will ask you is – how do you plan to engage your customer early in the presentation? I’ve found that the earlier the customer is engaged the more likely you will win.

If you’d like to find out how I can help you win your next pitch send me an email or arrange a time for an obligation free pitch consultation over the phone. You can arrange that here.

If you would like to know more then:

How do I win the moments that matter in high stakes conversations?

The influence you have on customers and colleagues is the most valuable currency you have, and the best way to spend the currency is in conversations. Whether it’s over a coffee table or a board table something needs to change as a result of the conversation with you. You may need to instil confidence, explain a strategy or make a recommendation. So how do you get brilliant at having these conversations?

We communicate all the time, so why do we fail at it so often? It’s not a matter of being the smartest – there are plenty of smart people who find it challenging to understand a customer’s point of view. Neither is it knowledge – there are lots of people who know everything about a product or service, except how to explain it to you. It’s the difference between IQ, which is being smart with things, and EQ, which is being smart with people.

The influencing process is usually carried out in conversations. But how many truly effective conversations do you have? It’s likely to be very few. When I ask participants in my Influence workshop how many meetings they have in which they influence an outcome, they estimate about 25 percent. Even if your number is as high as 50 percent, this still gives you the opportunity to double how much influence you can exercise. Here you will focus on becoming excellent at conversational influence, where real value is exchanged and where the ‘must have’ conversations are had early, often, and well. Your success depends less on the quality of your ideas and more on the quality of your ability to influence to accept them.

I will teach you my six step model of conversational influence illustrated below. Using the model below on your real life conversations I’ll show you how to set conversational goals, build rapport, take the lead, understand how they make decisions, negotiate recommendations and reach agreement. And how to add fuel to your influencing with authenticity, optimism and mindfulness.

If you would like to know more then:

GROWING CUSTOMER REVENUE

BY EXPANDING CUSTOMER RELATIONSHIPS

The easiest way to grow revenue is by expanding existing relationships. In B2B businesses you get expanded sales, customer advocacy, equity growth and a constructive culture when you put your ideal customer in the centre of your strategy. It’s about defining who your ideal customer is and crafting a value proposition for them that is unique and compelling. It’s less about closing sales and more about expanding relationships.

The main question we are posing here is:

“Are we doing everything we can to realise our potential to grow profitably?”

I expect if you are reading this you are already doing a lot of things well. The fact is the customer centric model demands we do everything excellently to ensure your customers feel the impact of your unique and valuable commitment to them. And we need to include potential new customers you need to attract to grow the company.

For our future growth what customers do we need to engage and how do we do that strategically?

I can teach you how to identify potential new ideal customers and how to approach them. This all becomes part of the overarching commercial strategy built on growth.

If we are to apply this customer centric strategy it will be a unique application based on your business goals, geography, customer base, skills, current processes and culture, but built on proven methodologies and approach. The results come from a focus in three areas:

 

  1. Customer focused strategy
  2. Sales team with the right skills to execute face to face with the customer
  3. Growth Mindset to expand the relationships and expand the revenue
As you can see above, when you have your current and potential ideal customer at the centre of your business you get four big outcomes:

Customer advocacy. To achieve real growth with the customer requires a level of relationship far beyond mere satisfaction. We need to build a level of relationship with the customer who is then willing to advocate us both internally and externally. Because most of the selling of what you’re proposing takes place when you’re not there. And because 80% of customers in business to business commercial relationships are happy to change suppliers. We need to build a level of relationship defined by advocacy.

Profitable revenue growth. Profitable revenue growth comes hand-in-hand with customer advocacy, and our unrelenting focus on becoming more ideal for ideal customers. We focus our efforts on understanding what an ideal commercial relationship looks like for our customers, and then on delivering that for them. This extra level of understanding, a unique understanding of their needs and their environment, is a level of relationship customers are prepared to pay more for.

Increased shareholder value. As customer relationships become stronger, and the value to the balance sheet is enhanced, so too does the value held by shareholders. This means more equity for internal shareholders or an improved price of sale for external or private equity stakeholders. This increase in value is the direct result of more valuable customer relationships.

Constructive culture. The external customer experience is reflected in the internal culture. I can measure your internal culture and tell you what your customer experience is. I can measure your customer experience and tell you what your internal culture is. So we can’t improve the customer experience without ensuring we have a a constructive internal culture built on markers such as achievement orientation, authenticity, and an enduring focus on first-class internal and external relationships

If you would like to know more then: