Popular culture fascinates me. If you're honest you probably get sucked in once in a while with the latest TV show, Netflix original, cat video, Facebook share of the day and you name it. I'm not invulnerable to it either.
Media advertising in all its entertainment, sleeze, stories and information does one thing very well. It can get us to pay attention long enough for us to want to know more or at least want to talk about it with someone.
I had an experience of this walking into a large supermarket chain with my family. Now, I have four kids and everyone has their favorite aisle to visit and so our supermarket visits tend to take longer than usual. As we walked around throughout every aisle from meat, to diary, toys and electronics. There was this one sign hoovering over the top of every aisle we visited.
"How much do you know about your health?"
Health! I didn't come into the supermarket to think about my health. I'm trying to find the seasoning to go with my steak tonight.
Everywhere I went the sign was there. It was so prominent that my son asked me the question as we were leaving. 'Hey dad, what do we know about our health?"
Guess what. I started thinking about it more seriously as I got home. My wife and I started speaking about it and we even took a look at our shopping list to see how much junk was in there verses good food.
Whoever put up that sign knew who they wanted their target audience to be. In fact it was clever to put a sign about health in a supermarket. Whats the lesson i'm gearing up to? it's pretty easy.
Whats your message? what question no matter where your client goes, no matter who it is or where needs to answer that question. A question only you can help them answer that extends the value of your product or service.
They may have approached you for one thing but there is an underlying question that could disrupt their thinking, change their state and get them to ask or answer a different question.
Maybe you work in IT and provide a cloud service to retail companies. Your question could be "How do your customers experience the use of your technology when shopping with you?" leaves you curious right :)
You need to discover a question that expands the context of how your customer thinks about and uses your services in their business. Why? so you can move them into a state of awareness without positioning another solution. It elevates your position as a thoughtful adviser asking great questions.
Whatever your question is it may be the link to getting your clients attention and even better, getting more of your clients talking about you.
If you're interested in knowing how to turn your key customer relationships into a strategic advantage then get in touch with me HERE or message me or get connected to my weekly email insights at www.jermaineedwards.com/signmeup
Founder of the Key Account Hack System - New Key Account thinking that transforms customer relationships and creates predictable sales growth.