When you think of a stack of note cards, what comes to mind? An icicle, mountain, or snow drift? Probably not. It’s more likely that you think of work, memorization, or presentations. But a trip to the Renwick Gallery in D.C. could change your mind.
Last week, Eco went on a mojo outing to the Renwick to see the Wonder exhibition. The exhibition was inspired by the wonder of nature, intending to use art to evoke the same “wow” factor of the Grand Canyon, a sunset, or the ocean.
The artwork allows viewers to experience familiar objects, such as bugs, fishing net, and note cards, in a new way. Suddenly, note cards became awe-inspiring icicles, mountains, snow drifts, producing stunned reactions from the crowd (“that’s amazing” and “wow“).
Adding Value to Customer Conversations
Mary Shea, Principal Analyst at Forrester in the B2B Marketing Group, said in a recent interview: “As we do research again and again [at Forrester], we see that very senior executives are pretty uninspired by the types of engagements that they’re getting with sales folks, saying they lead with products. . . they can’t add value as part of the conversation.”
The value of the products and services is not clear. As Mary says, customers’ engagements with sales reps are uninspiring. The average salesperson is just not wow-ing the customer. Sales professionals are selling note cards and not envisioning the beautiful icicle or mountain (the value) that can be created. They are not thinking about outcomes.
When we work with sales and marketing teams at our client companies like Apple and AT&T, we want customers to look through the products and services and see the beneficial outcomes so clearly that they say “wow. The value is so clear—now I see how it affects me. I see how it affects my career. I see how it will save patient lives, increase productivity, or drive brand value.” Our life’s work is to place value on full display so that customers walk into the room and say, “wow.”
It reminds me of a quote from an account manager who worked with Ecosystems. “We love Ecosystems and the Value Management Office,” she said. “Feedback from our customer was WOW . . . WOW.”
Next time someone asks, “so what does Ecosystems do?” I’ll want to respond, “Have you been to Renwick Gallery recently? We work to make value so clear that the only word left to say is “wow.”