Blank Sheet of Paper is the attitude we take towards how we interact with customers. Are we open or close minded in our thinking and in our words with customers? Do we think constantly about how to do more for our customer? What would make their experience Nth Degree? Blank Sheet of Paper is also about how we organize the way we chose to conduct our business! For example, are you easy to do business with? Are you and your team accessible? What does that look like? For us, it’s about answering the phone in three rings and limiting voice mail. Or allowing service folks to spend as much time as needed with customers and with no maximum time goal on the phones.
Now, go ahead and take out of a piece of paper from a notebook or copy paper. There is nothing on it, right? It is a blank sheet of paper! Having a Blank Sheet of Paper value is a really important element to how the Outside-In® Companies go to the marketplace. Blank does not mean we lack ideas and creativity, it simply means that our process of selling and serving our customer starts without jumping to quick assumptions or borrowed ideas from our past experiences. We try hard to listen and acknowledge each new prospect by answering questions and addressing specific needs.
There are stories of legend from service companies where the “solution” presentation to Nabisco happened to have the Kraft logo on one of the slides. Imagine saying you listen well, have a great consulting or selling process, bragging about your custom work and having a multimillion dollar customer see a competitor’s name on their slide deck! Was it copy and pasted? Was it a joke or bad editing? Regardless, legend has it that this happened to a global consulting company on pitch day. And yes, they lost the deal! That won’t happen here. There is nothing wrong with leveraging your expertise and experiences—it’s simply how you chose to do it! Don’t get me wrong, we have many different talent services. Some have a relatively short buying cycle, while others take hundreds of hours to build them out properly. The key? Demonstrate authenticity and build relationships. Have a clear system to get the answers and information you need to solve customer problems. This is our OI-Q. Battle and time tested, this is our method of effectively and efficiently learning what we need to in order to do our best work!
We know that to truly solve a customer’s problems, we need to demonstrate that we have earned the right, invested the time, followed the right approach and process and then brought our talents, experiences, and expertise to bear on the problems!
Customers want to buy, not be sold to. Think about when you walk into a retail establishment. When someone asks you if you need help do you ever say yes? Even when you are there to buy? Most of us say no. None of us like to be followed around and asked stupid questions. Even when we are there to make a purchase. Approaching a customer is everything!
So how do you help a customer buy? Build relationships not just on the golf course or at business lunches. The world has little time for lunch for the sake of lunch. Relationship building takes place when you’re asking questions about the customer and their talent challenges and opportunities. Listen, ask questions, do the work, observe, volunteer. All of these ways demonstrate that what you know will make more sense. Yes, what your expertise is all about will be more believable because you invested the times in your customers business. That is the key to Blank Sheet of Paper—showing what you know comes out through your ability to deftly and skillfully take your customer through the buying process. A process that helps you earn the right, establish credibility, demonstrate knowledge, and ultimately identify the issues and challenges that you identify to your way to solve the problem!