This is where I’ll wrap up this series. So let me finish with what it all comes down to.
Let’s do a short exercise. Just open your CRM and look at a customer you’ve had for 4-5 years. What you see is what they bought, what they pay, when things renew, and what’s left on the price list. It’s the typical account view.
Now think about that same company as a business. They’ve got an ambitious plan for this year. The world around them has changed, and something is harder than they expected. They’re trying to get somewhere, and they’re not there yet.
That’s where every conversation worth having starts, yet the one thing that’s so easily overlooked (especially in CRMs).
If you look at them as a business, instead of an account, you’ll find plenty you can work with. You’ll see the big picture, where your customer is heading, what’s keeping them from achieving that, and get ideas about what you could do. It’s often all about spotting how their context is changing.
Things they have control over themselves: A merger that’s about to double the work for their team. A new CFO they’ve hired to take them to the next level. Or a new country they are expanding into.
And things they don’t have control over (but have to do something about): A new competitor arriving in their space. A new regulation that’s kicking in the coming six months. Or market economics that are turning against them.
Then connect that to what you’re good at.
It has a healthy by-effect as well. You’ll find the ones who don’t fit anymore, or never really did. They’ve likely shown it already, in the way they pushed your support team, customer success and even R&D with requests your best customers never make. Looking at them as a business makes that clear enough to say goodbye gracefully. Sure, this is not growing your base, but it will lift your margin and let the same team get more done.
Question for you to reflect upon:
Pick five customers you’ve had for years. Can you say what each of them is trying to achieve this year, without naming anything you sell?
The Remarkable Effect is when your customers see you as part of their business.
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