CLIENT DISCOVERY TOOL

Transcription

1 CLIENT DISCOVERY TOOL Contact Name Title Organization Address Administrative Assistant Birth Date Shirt Size Cell Phone Number Phone Number Fax Number REV. 07/2012

2 gathering pre-meeting insights 1) Three steps to determining the right targets and real decision makers. 2) Gaining access to the right target or decision maker. 3) What to say when I get there. Step 1: Research First Determining Right Targets and Real Decision Makers Mission / Vision / Values Primary products & services sold to this customer in the past 6-12 months Current Pending or Upcoming Sales / Projects to Date Current Marketing Budget Percent of budget you currently provide: Key Competitors, Barriers or Trends What recent news about the company / person you are calling on are you aware of? Info via: Google Alerts LinkedIn Social Networks Here's what I found: What are they trying to accomplish or achieve in the future? What are the organizational priorities of the person you're calling on? Goals: Objectives: Strategies: Challenges: List below areas of your customer's business where you feel there is opportunity to bring more value This is your "gut feeling" to shape questions later. List perceived value that you don't already offer, but can. Proprietary and Confidential

3 IDENTIFYING THE BUSINESS FIT Step 2: Client's Business Direction Gaining Access to the Decision Maker PROFILE: What is your target's story? What would they tell their customers is most important to know about their business (department, function, etc.)? Examples: Organization, Decision-Making Process, Function, Departments Profile Notes: OBJECTIVES: What is your customer hoping to achieve in the future (goals or aspirations)? Examples: Challenges, Roadblocks hindering meeting objectives and goals Objectives Notes: STRATEGIES: What programs or initiatives is your customer undertaking to meet their objectives? Examples:, Procedures, Applications Strategies Notes: ISSUES: What gets in the way of their strategies and hinders achieving their objectives? Examples: Challenges, roadblocks hindering meeting objectives and goals Issues Notes:

4 MATCHING THE CLIENT NEEDS TO VALUED SOLUTIONS Step 3: Value Statements What to say when you get there ProValue System One Source, Infinite Resources Outsourcing Expertise and Capabilities Brand and communications management Logistics support Promotional expertise and experience e-commerce capabilities Global Reach Integrated Solutions Buying Power Total Project Management Capabilities Supply Chain Management Social Media Marketing Expertise Total Print Management Systematically drive bottom line improvements through programs designed to save time, increase efficiencies, and improve communications in all your marketing endeavors. With over 30 years of experience and our broad array of integrated communication solutions we can support your efforts to reduce costs, improve efficiencies, drive new revenue streams and/or connect with your audience. Preserve the focus on your core business, save time and improve productivity, control or reduce direct and indirect costs, drive new revenue streams, and reduce or eliminate capital expenditures through an outsourcing partnership. Improve consistency of brand representation, reduce or eliminate inventory, consolidate supply chain, improve availability and refresh rates by leveraging our Agency without fees structure and our infinite resources. Reduce or eliminate inventory and warehouse, reduce billing and processing costs, improve speed and accuracy, eliminate print/post costs, consolidate suppliers and increase corporate cost control and recovery through our centralized billing with EDI, localized logistics and support, and global reach. Support and administer new store openings, campaigns and promotions, employee recognition, and other programs using less of your team s time while controlling or reducing costs. Create a new revenue stream or improve on an existing channel through our extensive e-commerce capabilities. Streamline processes and maximize efficiencies by centralizing purchasing and managing communications while allowing employees and customers direct, continuous access to your product and services. Build on our extensive partner network to reduce costs and expand expertise and capabilities. Leverage our 800 representatives to create global impact with local representation Support all your printing, promotion and communication needs through a complete offering of products and services ranging from the development of forms and brochures to the execution of marketing campaigns and on-line stores. Use the buying power of a large organization and our long-term relationships with preferred suppliers to reduce your costs and improve your reach. Improve productivity, reduce costs and increase the impact of projects by leveraging our experience and expertise to managing projects from planning stages through fulfillment, distribution and beyond. Simplify sourcing by identifying global suppliers that support your needs in other countries Manage data, streamline processes and more easily execute your communications to reach new customers through new channels Reduce your total cost of print by combining at one source the purchasing, storing, distributing, cataloguing, controlling and accounting of your print and promotional needs

5 finding the real decision makers Step 4: Having a Different Conversation Corporate Profile/Direction 1. What is your corporate mission? Vision? 2. What are the key challenges facing your business? 3. What are the major external influences impacting your business today? 4. What is the biggest issue facing the company today? 5. What are the corporation s critical goals or objectives? 6. What strategies are in place to achieve these objectives? 7. How does the company measure its success? 8. What is your competitive advantage? 9. What are your critical success factors in the coming year? 10. How will the business be different five years from today? 11. Who are your major customers? 12. How are you perceived by your customers? How would you describe the value you bring to them? 13. Why do your best customers buy from you? 14. Who are your major customers? 15. How are you perceived by your customers? Organizational Structure 1. What are the major business segments or units? 2. How do the different departments or divisions relate or interact? 3. How is the organization structured to achieve its objectives? 4. How recently was this organization established? 5. Have there been any important changes to the organization structure recently? 6. Are there other subsidiaries or divisions? 7. Who is the head of each division? 8. Who do they report to? 9. Have been new leaders brought into any of the departments or divisions in the last year? 10. Can you help me draw out this organizational chart? 11. What is the informal or dotted line structure? 12. Who does the decision maker turn to for guidance? 13. Who has responsibility for the highest visibility projects in the company? Departmental Profile/Direction 1. What are the department s responsibilities? 2. What is its mission? 3. What is the vision for the department for the next 2 years? 4. What needs to happen for that vision to be achieved? 5. Who are their customers? 6. What is the department doing to support the CEO s vision? 7. What are the department s top priorities? 8. What are some of the key initiatives? 9. What are the department s major issues, concerns, and challenges? 10. What are the department s major projects? 11. What is the priority of these projects? 12. What factors will influence the success of the projects? 13. How is the performance or success of your department measured or evaluated by your senior management? 14. What is your department s frequently used acronyms and buzzwords? 15. If money/time were no object, what would you fix, change or invest in today? Why? Key Players/Profiles For the individual being interviewed 1. Tell me a little about your role in the company and your main responsibilities. 2. How long have you been with the company? 3. What are the important measures for your job? When asking about others 1. Help me understand her background (personal and professional). 2. What are the major issues affecting her department / organization now? 3. What are her top priorities? 4. Where would she like to take her organization? 5. Who does she rely on most in her organization for advice? 6. What is her management style? 7. What is her crowning achievement with the company? 8. What is she proudest of in her career? 9. How does he like to spend his personal time? 10. What are his special interests, such as professional associations, service clubs, community? 11. What are his personal and professional objectives?

6 COMMUNICATIONS LOG Date Notes / Follow-Up / Commitment Items Follow-Up / Commitment Date Referrals Other Known Contacts Name Title/Role Name Title/Role FOLLOW UP Decision Maker yes no Decision Maker yes no 2012, Proforma, Inc.