#QuickTopic: Context sensitivity when working with customers
When you are working with customers, it is very important to always keep a level of context sensitivity. What I mean by that is, what are the circumstances you are “playing” in, and how are they changing, influenced by which factors. The environment you are playing in and adjusting your game accordingly, can make all the difference in the world when it comes to retention and value demonstration.
Let’s make that simple.
- Circumstances: times of uncertainty (e.g. pandemic, or global rise of inflation)
- Customer A is in a business where the above mentioned circumstances have a super positive impact on their financials and they are doing really well. They want to invest more and they are willing to try this new tech you have built, to see the impact it will have on their business.
- You have an easy sale/upsell and everyone is happy. They will of course measure the results of this investment and make sure they see a return, however, without the pressure of any negative circumstances. You can all be creative together and make sure this investment is a success.
On the other hand,
- Customer B is in a business environment where the same circumstances affect their business very negatively.
What would they do?
- They would try to cut all unnecessary costs. They would be a lot more diligent about where they need to spend money, and why.
- All the “nice to haves” will go away.
- As seen over the last many months, potential layoffs might happen.
- The CFO and financial team will get closer to any decision making that involves spending more money.
- Decisions on new investments will be looked through the prism of numbers, value and ROI. Typical questions considered in the decision making would be “If we didn’t have this software/tool/feature/etc., what are we going to lose? How does not having this affect us? Is this something we can do in-house for less money?”
Now, think about it…
The decision is not about trying this shiny new thing, seeing how it works. It is about the actual hard and obvious value it can bring to Customer B. Whatever your approach was in the scenario of Customer A, will not work here. In fact, it will get you nowhere and potentially will jeopardize your relationship with Customer B.
Please, PLEASE do not just play on repeat a certain motion that you’ve learned and tried before. Think. Adapt. Be sensitive to what’s going on around you, know the market and the industry and their current circumstances, and always ask yourself the question: “If this (Customer A or B) was my company, given these circumstances, what would I be thinking and doing right now?”
