A while ago we introduced a new service called The JMC Bigger Conversation. The profound nature of The Bigger Conversation is the intensive humanization of marketing. I came across this idea just a few days ago in a new book called, “The Passion Conversation ” by a persuasive foursome from the word of mouth and identity firm, Brains On Fire.
The four authors write that “we’re not really in the marketing business . . . we’re in the people business.” They suggest that chief marketing officers should recast themselves as “Chief Love Officers” who use conversation to “connect through shared passions.”
This gives rise to “passion conversations” where the focus is not on the product or the company but on how the customer feels and how it fits into the customer’s life.
“The Passion Conversation” is geared to consumer word of mouth traction and The Bigger Conversation is a B2B and institutional marketing model. However, both share these key points:
- People are crucial to commercial success
- Connections are made through conversations
- Effective conversation requires listening and dialogue
- We need to create “conversation tools” not more ads and brochures
At JMC, we say our new product The Bigger Conversation is a strategic customer engagement methodology that clients use to turbo growth.
The concept is simple, effective and – I’ve come to see in recent days – quite profound.
It works this way. Your customer-facing people strategically select people in the customer base and take steps to engage with them one-on-one. This offers an opportunity to sell more – more of the same products to departments they have not been formerly associated with or other products in the company’s portfolio to newly identified people in the customer organization.
Humanizing is the key! And humanizing takes place via conversations about customer’s emotional response to one’s offering or organization.
Indeed this is the psychological heart of The Bigger Conversation. In structuring and coaching clients we take great pains to frame the “what” of the brand or offering. We are diligent in identifying “who” in the customer organization should be approached and we are strong in identifying which of the attributes and their benefits align with the customer’s needs.
We structure the process so that our client’s people systematically and strategically generate introductions to new clients in the customer base, and while building new associations, take steps to build and sustain relationships that will convert initially to new sales, and later on to repeat sales or unseen opportunities.
I want to salute the Brains on Fire authors Robbin Phillips, Greg Cordell, Geno Church, and John Moore for their added emphasis on the relationship rooted in bonhomie that conditions people to be receptive to conversations that lead to consideration and in turn to increased sales.