Explore Your Customers Objections - Pauriccarroll/Linear-Algebra-Refresher-Udacity GitHub Wiki

Summary of Modules:

View your customer’s business from their perspective. Uncover how their marketing, media, and campaign objective tie back to their larger personal and business objectives. Learn how to speak to your customer’s objectives using their language and demonstrate knowledge and empathy for their pain points, you can establish yourself as a thought-leader and trusted advisor.

Introduction:

Your clients have many objectives, from increasing company revenue to the daily tasks of optimizing digital campaigns. In this course, you’ll learn how to assess your customer's objectives and navigate between them. You will develop the language, knowledge, and skills to position yourself as an industry thought-leader and a trusted advisor for your clients.

Learning Objectives:

By the end of this course, you will be able to:

  • Articulate the importance of understanding customer objectives.
  • Assess the customer's personal and business goals during discovery conversations.
  • Identify and differentiate between the customer's business, marketing, media, and campaign objectives.
  • Identify the success metrics and prioritisation for each objective and key stakeholders.

The Objection Staircase:

The staircase model can help you categorize your customer’s objectives. You can also use it to understand what stakeholders can be involved and potential budget implications, for each of the four objective types: campaign, media, marketing, business.

Campaign objectives (lower, right) tend to be more tactical, with less potential budget impact. This is where you’ll focus on quicker wins. Business objectives (upper, left) are typically more strategic, with larger budget implications. This is where you can achieve higher impact, long-term wins.

Consider the stakeholder’s motivation for driving each objective. Are they new to the role? Are the results tied to their comp? Pressure from investors? It’s important to keep these questions in mind as you evaluate your customer’s objectives.

Adapt the staircase to your customer:

Prior Google Exposure: If a client has had a poor experience with Google, or if they’ve been pre-conditioned to expect brief tactical conversations, they will likely default to discussing campaign objectives. Improve the relationship and take the time to understand their other objectives, if you’d like to help them achieve longer-term goals.

Size of company: If you’re working with a small company, you could meet with a founder and CEO, who also manages their AdWords campaigns. In these conversations, it’s important to acknowledge the importance of understanding their objectives at all levels, so you can best support her.

Agency: If your client has an agency and expects you to only speak to the agency about campaign or media objectives, it will be important to build trust and highlight mutual benefits for each person involved (you, agency, customer), to learn about marketing and business objectives.

Apply the staircase models:

The staircase model helps you do three things:

  • Document your customer’s objectives at each level.
  • Categorize stakeholders based on what they care about.
  • Identify their budget influence.

In some GMS companies, one person can play multiple roles in the organization. For example, the CEO decides and implements the marketing objectives, or manages the relationship with the media agency. Keep this in mind as you go and up down the staircase!

How to approach your call...

For public companies, you should be able to identify many of their objectives before the call. To collect the same information from private companies, you’ll need to talk with your customers. Be sure to clarify goals regularly, as they can change.

Here are a few good examples:

What is your customer’s business model and who are their main public competitors? (allows for more data review) Do they have an agency? If so, which objectives do they manage? What is the CEO’s primary measure of success, for the current year?


Identify the business objection:

  • Customer Acquisition: LoveBook, an eCommerce custom gift company, is focused on reaching new customer acquisition goals set by investors.
  • Market Expansion: Glovo is a startup that wants to start selling into 20 different markets in the next two months.
  • Increase market share: Toyota has distribution agreements in place in Europe where local distributors have to maintain or grow their percentage of market share, or their exclusive distribution rights can be withdrawn.
  • Diversify revenue streams: Akamai needs to diversify their revenue sources and grow total revenue.

Examples of business ob

Resources:

Great discovery questionshere