Elevating the Conversation

For 2 years of my life I directed the growth strategy of a $2.5B procurement firm. One of the many sales models we had was a pyramid. At the base of the pyramid was a commodity sale and at the top of the pyramid was trusted advisor.

What does it truly mean to be a trusted advisor?

Having had an increasing number of conversation with clients about their digital engagement strategy, the idea of becoming a trusted advisor has taken on new meaning. Fundamentally, technology and the internet is overall magic to people. Besides the tangibility of your computer and your local networking equipment, the internet is largely invisible while being ubiquitous (TED video describing the tangibility of the internet).

Our focus is on understanding our customers business, goals and overall strategy. Once we have a clear understanding, we are the curators who help make decisions of what the best positioning and approach is for each company. The important piece and the power I have found is being able to elevate the conversation.

By this I mean the suit maker who understands that a student who comes in and needs a tuxedo for a one time event compared to a student who needs a tuxedo that is going to be worn twice weekly for a job. The value is in providing the information to make the correct decision.

Companies can fly using this very strategy. A cheese shop in Washington, DC called Cowgirl Creamery is one amazing example of this. Upon entering the store, each person picks a number and an employee guides you through the experience. A conversation begins about what the cheese is for and what you would like. I have never seen someone leave without trying at least a few pieces of cheese. The curated cheese experience is amazing and remarkable. On a recent trip, I frustrated the staff by knowing what I wanted thereby depriving them the ability of guiding me through the decisions.

Whether it is a lead call coming in, treating each customer the way you would treat your close family can only help your companies reputation.

How can you elevate the conversation and leave each customer who calls with a question that causes them to think differently?

What can you teach the caller that would help them making the best decision for the problem they face?