Professional Services and Storytelling – The hidden art of persuasion
We have been working with a UK based professional services organisation to help strengthen client relationships with their key account target customers.
Whilst the organisation held good relationships such customers were generally content with services from rival competitors. This was even true when clear benefits were available.
Observation quickly revealed that propositions and example case studies – showing positive financial benefits – were being presented to target customer senior decision makers in a structured, text book‘ way; whilst great numbers and logic such customers simply weren’t engaged.
Brightbridge has encouraged the organisation to use a different approach; the same case study materials but with storytelling techniques to build emotional as well as logical engagement.
Telling key customers not only what went well but what didn’t quite work, events that threatened success – and how hurdles were overcome – brings a sense of reality and engagement.
Rather than seeking to directly persuade the approach gently encourages listeners to persuade themselves. It’s a rich discussion rather than a formal sell.
A few key account managers and partners involved with client relationships found this easy – but others didn‘t.
Practice, rehearsals and the resilience to employ storytelling again when early attempts were less than perfect has now resulted in a richer pipeline of qualified opportunities – with more to come.
A structured program of Strategic Account Management activities
Brightbridge Consulting has created a tailored program of frameworks, toolkits and training materials to accelerate the roll-out of Strategic Account Management for a market leading global engineering company.
Initially, the activities are being undertaken across the America’s (including Brazil, Mexico and US).
Modules include those for initial engagement in Strategic Account Management, approaches for account planning for larger and smaller targets, competitive strategies, delivering value and becoming the trusted advisor.
There is also series of activities for ‘Leaders’ of the account management programs including change management and strategic customer planning.
We look forward to working in partnership with this company to continue the excellent $ growth the program has delivered to date.