If you are interested in CRM and aren’t already reading the work of Brian Vellmure, you should be. Brian scored a home-run with this post answering the question, “What’s the best CRM?” It’s a must read for customers, and a great perspective for vendors to adopt. Without question, this post is one of the best CRM posts I have have read in ages.
It is accurate, realistic, and practical. More significantly, the whole psychology & practice applies to any business app selection, not just CRM. It should be kept at hand for customers to read, and read by the rest of us as vendors and consultants to keep our focus directed correctly.
The very best part of his approach is that it is also the way that we should approach and answer prospects any time we are asked, “What’s the best X?” for technology.
You’ve all heard the term ‘solution fit’, but let me introduce you to the term ‘Situational Leadership’, which is what Brain’s demonstrated in this post. When we’re asked to guide organizations in decision-making and selections, it isn’t about walking in the door to provide answers. Situational Leadership means that you work to help customers figure out what are the right questions they should be asking themselves. “What are we really trying to accomplish with our customers? (our culture, our budget, our processes, our people, and our goals and objectives?)“
There is no single, ‘best’ answer to anything, and this is most especially true when we’re asked to weigh the merits of one product or another for a client’s needs. Fit is indeed determined by need and goals. Brian’s more accurate refinement of the question leads to a critical shift in perspective for those looking for an answer. It’s not about the answers – it really is about the questions you’re asking:
“How can we get a deeper understanding of our prospects and customers, create a well crafted vision of how to listen and respond better, and enable people throughout our entire organization to execute in the most efficient. effective, and profitable way?”
Adjust your question slightly and adjust your outcome significantly.
ARE YOU HELPING YOUR CUSTOMERS ASK THE RIGHT QUESTIONS, OR JUST TOSSING OUT ANSWERS ABOUT YOUR PRODUCTS?
Note: This year’s CRM Idol lucky winner will also receive four hours of of free consultantion by phone with Brian, too!