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Raju Mandhyan and Ram Charan

What Your Customer Wants You to Know

In his book, What the Customer Wants You to Know, Professor Ram Charan shares the story of Unifi Inc., a textile maker in Greensboro, North Carolina.  This is a company that rolled in serious trouble in the past caused by low-priced goods from China and India flooding the US markets.  Professor Ram Charan writes about how the CEO of Unifi Inc. placed their Chief Information Officer in charge of sales.

Raju Mandhyan and Ram Charan

What Your Customer Wants You to Know

Instead of utilizing traditional methods to motivate and move sales, the CIO assembled his whole sales team and asked them not sell but to instead just focus on gathering maximum information about their customers.  His sales team studied the business models of each of their former customers and their prospects to learn about their supply chain as well as the businesses of their customer’s customer.  Day after day, the CIO  pushed the sales team not sell but to learn, so they hit the road to learn everything, including the end users’ consumption habits of the textile they made.  Unify Inc. represented, by their sales representatives, figured out how mothers, fathers and children perceived the fabrics and the goods made from fabrics they manufactured.

Professor Ram Charan claims the process was unusual and extremely frustrating for the seasoned business-to-business sales persons. They found it unproductive and tiresome. But after several weeks of information gathering and insight accumulation about the consumers and the end customers, business began to gradually pick up. The customers, dealers and other converters of their raw material were amazed by the unusual approach of the Unifi Inc. sales team and they eagerly offered insights and tips for changing the game.  The learning held relevance across industries, business models and economies engaged in all kinds of textile and fabric.  Information and insights into the customer’s business made up the art of giving value for the customer.  Eventually, business picked up for Unify Inc. and they successfully got out of the red.

Find out what they do and how they do it.  Find out how their business systems work–where and how their products and services reach their users.  Discover the kind of corporate culture they have.  How are decisions made? What type of internal communication is used?  How is the company doing in terms of profitability and growth?  How are they perceived by their customers?

Conduct this probing carefully and diligently.  The more focus and time you give to this aspect, the easier it will be to pin-point your customers’ needs. Employ a combination of Research and Reflective questioning.  Refrain from going, “I know exactly what you need.”  Even if you reach this conclusion about what exactly your customer needs, wait until your customer is willing to see the solution you visualize in your mind’s eye.

Often times, the customers themselves try to blur the need because they don’t want to expose their needy, vulnerable side or show their concern about the change and investment they’ll need to make to resolve their needs.  They could be exercising caution against revealing too much while you are searching deeply for details.  Understand this dance and stay focused only on solving and serving rather than on selling at this stage.

Knowing deeply and thoroughly what your customer needs is more than half the journey to serving your customers delightfully.

 

Raju Mandhyan

www.mandhyan.com

The Subtleties of Authentic Influence©

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TODAY, I complete and count nearly twenty-one years since I entered the world of public and then professional speaking. Within the first year of being part of a very elite group of professionals at the Executive Toastmasters Club of Makati, the club appointed me president.

Surely I’d had some experience in leading teams, building businesses and even being the chief honcho of other business-oriented organizations but I’d never had the experience of being at the helm of a team made of people coming from different walks of life. A group made from diverse backgrounds, and with no material stakes and agenda in the organization except the fact that it was a self-learning volunteer group.

For groups such as this, the leader really has very little assigned power at his disposal and is needed to still drive, succeed, and make the organization flourish.

Towards this end, I thankfully, consider myself to have been blessed to have an amazing mentor and coach in the form of the group’s former president, one Mr. Horacio S. Sese. Nicknamed Rexy, as many people in the Philippines are, he used to hailed as “Sexy Rexy.”

Rexy used to have this amazing way of making me think, visualize, verbalize, and then act and follow through with what was needed, what was productive, and everything that moved the team forward. A team that was loosely gelled, tender, and had haphazard stakes in doing so. I must also add to this that whatever Rexy guided me into doing was also always ethical and in service of others, something bigger than myself.

Though it has been over twenty years since then, here are a few subtleties about Rexy, about Authentic Influence,  and his styles which led me to perform better and grow:

Reputation. In my first few interactions with him, I picked up cues that Rexy knew what he was talking about and doing. Much more important than my own assessment of him almost everyone spoke well of him and looked up at him. This kind of presence and reputation isn’t and wasn’t downloadable from any source but it had been built over the years brick by brick and inch by inch. It was rock solid, dependable, and his reputation always walked into the room way before the person behind it did.

Respect. I was and still am twenty years younger than him. I was and still might be twenty years greener than him in many areas of life and in a world where power is wielded hierarchically; Rexy never let these differences show. For him, in reality, they did not exist and he treated me and all with others with massive courtesy and respect with every little word and every little micro-gesture. He never spoke at me. He did not highlight my lack of experience and know-how. He never disturbed my time without first seeking my permission.

Rapport. You can already guess by the fact that he allowed young and old to address him as “Sexy Rexy,” that he was also a fun and easy-going guy. There was barely any hot air in his hairy head. He had this uncanny ability to meet people in their own way, at their own level and use lightness and respect to win their trust and rapport rapidly. Regardless of how unique, urgent or ambiguous the tasks at hand were, Rexy made it a point to acknowledge and care for the person behind the task, namely me.

Research. This probably is not the precise word for the point I am trying to make but it fits into the theme and the scheme of things. Every time there was work to be done or little tasks that were probably behind time, Rexy’s conversations would start with exploring the background of the tasks at hand. After that he’d explore my thoughts and feelings about the work at hand. Gently, then he used to check if I had the resources and the support. Towards closing the conversation he’d get confirmations in such a way that would make me feel as if I were the lead and as if all the ideas were of my generation and which, in fact, was usually true. In our conversations, his open-minded, exploring way of guidance had me bursting with ideas and intentions to flourish. He never ever delegated. I owned and was accountable for all that I put out.

Request. Now just in case, wherever he had a need and not that I remember him having any, his mode, his demeanor was, always, as if he were making a request. I didn’t know how he did that. I don’t know where and how he acquired such a skill set but it was and still is mind-blowing. Over the years I have tried to imbibe that behavior and that demeanor and I am not sure if I have it. It is is a powerful competency and shall always remain on my wish list of things I want to be. I want to be like Rexy the Sexy.

In a world, today, that has exploded into the virtual domain where people live half their lives stuck to their smartphones and laptops; where social and business interactions thrive in the digital space these five subtleties of Authentic Influence can and will always rule all forms of dealings and interactions.

Your abilities to authentically influence the marketplace and your stakeholders will depend on your reputation, respect for them, rapport with them; your abilities to research their needs and turn your own needs into humble requests will make you social and business leaders who innovate and influence authentically.

On Saturday, the 18th of August, at 9:00AM Philippines, I am running a no fee webinar, please drop by and pick up or add a few things to the subject of Authentic Influence. Here’s the link for signing up:  Authentic Influence© by Raju Mandhyan

 

 

 

Beyond the Gift of Gab

I must confess that I didn’t just wake up one morning and discover that I had the ability to sell, influence people’s minds positively and thus create real value during execution and delivery of promises made.

Subtle Closing Strategies to Soar Beyond Your Sales Targets

The process from a distance seemed easy. It seemed all that you had to do was look good and talk good. In fact, I remember one of my

bosses sending me off to distant lands with a referral note to potential customers and claiming in the note that the carrier of the letter, yours truly, had the gift of the gab! It took me years, if not decades to figure out that selling and creating value was way beyond being just having a gift of the gab. Selling was and still remains way beyond looking good, listening good and speaking well.

 

Selling takes imagination, understanding, empathy, patience, open-mindedness, creativity, honesty, commitment, courage and a deep ability to lead, inspire and create value not just for yourself, but for the customer and the world at large.

After years of beating the streets, so to say, when I figured I had acquired a few of those above mentioned skills and competencies I plunged into a journey of learning the elements of fine communications, human behavior and the dynamics of diverse businesses in the marketplace called the world.

To teach, train and coach others into these principles and practices I dove headlong into the fields of neurosciences, neuro-psychology and discovered how they were all so related and intertwined. How efforts in one area would impact and improve human performance in another area and eventually into the marketplace.

This book waited years to be born and I must confess the labor pains were severe and excruciating. Now, as I lay my eyes on this finished product I feel like bits and pieces of experience, wisdom and the hidden sciences of success that lay in my bone marrow and my heart have taken form and can serve others.

Thus, I place this, the HeART of the CLOSE on the table, on Amazon for you, the reader, to feast upon and then go put on your super sales-person cape and create value in this beautiful world.

Raju Mandhyan

May 2016, Philippines.

 

 

 

My upcoming public workshops:

InSpire Like a CEO: http://www.genesistrainingevents.com/Raju/inspire.html

Appreciative Leadership: http://www.genesistrainingevents.com/Raju/AL.html

 

My books also available on Amazon: http://goo.gl/OZSMj8

Posts on Facebook: https://goo.gl/MXQEqU

Talks on You Tube: https://goo.gl/dVclfm

Choice Clips from ExPat InSights :  https://www.youtube.com/watch?v=vjf3sHaZBSo