CHECKLIST FOR SUCCESS
Customer centricity: are you supporting your customer through their buying journey?
MICRO-COMMITMENTS
At each stage in your customer’s
journey, aim to gain their
commitment to internal action
and next steps within defined
timescales.
At the end of each meeting,
agree:, with timescales
What we (supplier) will do
What you (customer) will do
What we will do next together
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YOUR CUSTOMER DOESN’T CARE WHO YOU ARE OR WHAT YOU DO.
THEY CARE ABOUT WHAT YOU CAN DO FOR THEM.
© Alate Business Growth Ltd
1. KNOW YOUR STAKEHOLDERS
Draw an organization chart containing your key customer stakeholders and
identify:
• Role: Decision Maker, Consensus Decision Maker, Rubber Stamper,
Recommender, Influencer
• Stance towards you: Champion, Supporter, Neutral, Opponent, Competitor’s
Champion
Understand what each of your key customer stakeholders needs from the project.
Complete the buyer persona template for common job roles you work with.
2. MAP THE CUSTOMER’S BUYING JOURNEY
• What are their stages and milestones?
• Who is involved at which stage?
• What can you do to influence their journey and decisions?
3. HOW WILL YOU WIN AGAINST COMPETITORS?
You won’t win just by having a bigger name or better product.
• Complete a SWOT analysis for your competitor and your own company. The
SWOT should be specific to the account.
• What’s your strategy to win?
• What internal resources do you need to engage to convince the customer?
4. WHAT’S YOUR VALUE?
• What differentiated value will you provide to the customer?
• How will you articulate your value in terms of their business goals and needs?
To answer these questions you will need to have an in-depth understanding of your
customer’s business, their business drivers and goals and how they believe the
project or technology will support them to achieve these goals.