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E-ssential
Message # 063:
How customer-centric are you (really)?
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Proposals, reports and documents sent by well-meaning companies who really, truly think they are customer-centric. |
Last week a company emailed us a proposal as a PDF attachment. The filename was 'Essential_Message.pdf'. On the same day we received an electronic invoice from a supplier -- the filename was 'EssentialMessageINV.pdf'. And, just yesterday a potential partner emailed me a document in which he outlined his ideas on a new service we could offer as a joint venture. The filename? Yup, it was 'EssentialMessage.pdf'.
These days, it seems that everyone claims to be customer-centric -- a strategy that mirrors one of the Essential Message foundational principles:
Frame your communication using the other person's needs and interests.
But being customer-centric is more than just a strategy -- it's a mindset that influences everything you do, right down to how you name the files you send your current and future clients and partners.
So the next time you look at ways your business can become more customer-centric, look no further than the proposals, sales letters, invoices and other correspondence you send out. If the filenames fit your filing system better than it does theirs, that may be an indication you could use a little help in seeing your business through the eyes of your customer.
As for the company that sent me their proposal, I'll still give them serious consideration despite the filename -- as soon as I remember where I saved the file on my computer....
Essentially yours,
Who is Michel Neray and What's The Essential Message?
The Essential Message is about discovering your true differentiation and then learning how to communicate it in the most compelling way. But higher sales, greater alignment of sales and marketing and a stronger brand position aren't the only reasons why so many independent professionals, entrepreneurs and emerging companies rave about The Essential Message.
Clients also say that one of the biggest advantages of the Essential Message approach is how it helps them gain the confidence, momentum and resilience that can only come from being absolutely clear about their strengths and unique difference – as companies and as individuals.
The Essential Message was created by Michel Neray based on 25 years as an award-winning copywriter, an entrepreneur, a tradeshow pitchman and a senior sales and marketing executive. (He also rides motorcycles, does whitewater canoeing, and has his 2nd degree black belt in karate.)
For information about our corporate facilitation, copywriting and consulting services, or booking Michel to speak at your conference, please call 416 534-4766 or link to www.EssentialMessage.com.
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