Recently I attended a workshop given by Prof Malcolm McDonald from Cranfield University. It was a day full of useful advice and a call to arms for marketeers to be more professional:
- Measure, calculate and segment.
- Prove your marketing plans through proper financial forecasting.
All great advice, but for me and the most important reminder the Professor gave me was how great companies align themselves to their key clients. They become integral in the decision making and processes of those clients.
To achieve this we in sales and marketing must be curious. Curiosity must be at the heart of what we do.
Only by asking questions, discovering pain points, being engaged and interested will we solve problems for our clients.
As the post quoted below states: content marketing, social selling and all the other ways we like to package the way our influence all feed from curiosity and a passion to learn more.
‘Customer curiosity’ is best described as the mind-set that feeds into all sales behaviours. Customer curiosity is about channelling one of our most innate human traits to seek better understanding of the customer ecosystem, customer perspectives, develop market fluency, and so on… Social selling, content marketing, customer centricity etc. (those buzzwords again!) are all enhanced by being curious. Customer curiosity is perhaps the most important trait any seller, marketer or customer relationship professional can have. Curious people (and teams) seek to understand the world through the customer’s lens – what their world looks like, what is important to them, what drives them and what turns them off. Curious people tend to also be the ones that are keen to push boundaries, find new reasons to get excited, suggest new ideas and uncover new ways to solve problems.