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This idea of jointly creating and capturing value runs like another constant thread through the book. But the value creation journey must surely start, as Donal suggests, by being very discriminating about which prospective customers we choose to target in the first place.
Ideal Customer Profiles provide the essential foundation for this exercise – a subject that I’ve also written about on a number of occasions (you can download my latest guide here). Donal highlights three critical considerations:
- Firmographics: Is the company in our sweet spot (a combination of demographic, structural and cultural considerations)?
- Customer Business Problem: Are they likely to have potentially critical business problems that we are really good at solving?
- Positive Impact Potential: Are they likely to be successful with our product?
As Donal points out, there are two things that a seller or a sales organisation can control:
- Who they choose to call on
- What they choose to say when they connect with them
Having an ideal customer profile, as well as power sponsor profiles and the careful monitoring of the trends and trigger events that catalyse the prospective customer’s change agenda helps us to establish who we should be targeting, and the best time to approach them.
Answering the “what we choose to say” question requires a longer and more thoughtful answer than I can realistically hope to convey in this short review, but Donal’s 500-page masterclass contains a series of clear ideas on how to master this. And you’ll also learn:
- How to measure the impact of your product or service on a customer’s business
- How to leverage technology to add more value for your customers
- How to cope with changes in customer needs and sales expectations during and after digital transformation
- How to create intimate relationships with disparate customer contacts, and maintain connections at scale
- How to structure sales and marketing tactics around individual customers
- And (inevitably) the role that AI will play in enterprise sales
Donal’s book was released on 2nd November and is available from Amazon. If the ideas I’ve shared above have stimulated your interest in learning more, Donal will be holding a book signing event in London on 22nd November. Unfortunately, I’ll be abroad at the time otherwise I’d certainly have booked my place already. You can find out more about the event here.