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One June 2009

Leadership The Management of Perception

Customer Relations Management (CRM) The major distinction is: “How do you differentiate your company in the way you meet the stringent expectations of your potential customers?” The book, “The Customer Differential” by Melinda Nykamp, focuses on how you develop and maintain dialogues with your customers. The emphasis is based on how you COMMUNICATE. Understanding the customer’s CRITERA and using that information in new ways of interaction are the major distinctions. From the philosophy of Leadership Strategy, LLC, the question is just how you might anchor your customer’s CRITERIA to the services and product you offer. The basic four stages of “CRM” are: 1. Acquire and Retain 2. Understand and Differentiate 3. Develop and Customize 4. Interact and Deliver Consider the way you acquire data and the actual meaning of what is retained. Do you really understand what the customer wants? How can you differentiate their CRITERA from the competition? How will you develop and customize your presentation to your customer? And, the final test, how will you interact and deliver the presentation? The book is very practical and worth reading. The actual skills necessary to implement “CRM” are a communication challenge. One of the ways to help is to recognize the particular unconscious strategies and conscious processes your customer will demonstrate in their behavior. Following are a few distinctions worth considering.

Leadership Strategy, LLC Marvin C Sadovsky, PhD 505.982.4361

TASK ORIENTATION FOCUS is a category we delete from our awareness. It is important because it identifies just how the customer processes information regarding a specific task and context. This category determines whether a person focuses on the thoughts, feelings, and actions of other people, or whether they focus on the systems, ideas, organization, tools, and materials in a given context

The two basic patterns are PEOPLE and THINGS. A person who is PEOPLE oriented focuses on what is happening with the people when they are engaged in an activity. Their primary concern is the feelings and thoughts of the people, and they view the people as the task itself. A person who is THING oriented focuses on something other than people when they are engaged in a task. Ideas, products, and systems are all considered “things”. They view the system or product as the task itself. When you communicate with your customer it is very important to speak or write using the TASK orientation that best describes your customer’s behavior. Rapport is enhanced and your customer will be more likely to unconsciously align with you. QUESTION FORMAT Listen to the responses for both categories at the same time. Eliciting questions: “Tell me about how we can assist you regarding your work?” and “What did you like about the delivery by the vendor?” Information concerning this category may also be obtained throughout the rest of your meeting PATTERN IDENTIFICATION PEOPLE • People are mentioned frequently • Uses people as objects of sentences and prepositional phrases. • Uses personal pronouns • Uses the word “people” THINGS • People are not frequently mentioned • Objects of sentences and prepositional phrases are “things” (nouns or pronouns which refer to things, ideas, and systems) • Uses impersonal pronouns • Uses the word “things” • Talks about the organization and describes the business process

Leadership Strategy, LLC Marvin C Sadovsky, PhD 505.982.4361

EXAMPLES PEOPLE • How many people are in your sale organization? • When I work with vendors, the people have a tendency to change positions a lot. I never get to know them. THINGS • How is your sales organization structured? • When working with vendors, the processes sometimes does not overlay how we expect information input. INTERPRETATION PEOPLE A person who is PEOPLE oriented focuses on the people concerned with a task. They interact with others in the job situation on a personal basis. They believe that the people and their feelings are the task. The thoughts and feelings of others are of primary importance to them. This person organizes tasks so that they are with people, and they concentrate their efforts on those people. Establishing rapport is of prime interest. They notice and talk about people and the actions and activities in which they are engaged. They are more interested in the people’s thoughts and feelings than in discussing the activity itself or the products involved THINGS This person organizes their work tasks so that they work with things or ideas and concentrate their efforts and attention on those things or ideas. They are interested in how the system works and the products obtained from that system. Although they may like people and be likable, they tend to interact with people on the job in an objective, personally detached way. This person may or may not establish rapport, but maintaining rapport is not of prime importance. Attending to the feelings and thoughts of others may be viewed as inappropriate or inconvenient when they are working on a task. INFLUENCING LANGUAGE PEOPLE Use personal pronouns and proper names People, work with people, thoughts, and feelings THINGS Use impersonal pronouns: Things, tools, process, idea, system, organization, and product. When you use the words that access your customer’s unconscious behavior and strategy patterns you may find that the presentations and communication become easier and accepted with respect. When you give customers what they want the way they want it which supports their internal operating system, you stand out as someone who differentiates themselves

from the competition.

Leadership Strategy, LLC Marvin C Sadovsky, PhD 505.982.4361

News Letter June 2009 "Leadership"  

Differentiating yourself from the competition

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