You can show your customers the value of participating in a Forrester TEI by being early and empathic
Although it may surprise all my professors but I learned one of the most important lessons in college from a senior. We’ll call Nick to protect innocents. I was one of several students who walked into the dorm room and found Nick in exactly the same position as the previous evening. He was wearing the same clothes that he had worn the night before.
“Nick,” I replied, “Didn’t you play video games all evening?”
He replied, “Yeah,”
“What about your thesis?”
“I’ll do that later.”
Everyone felt an overwhelming sense of doom over them. The thesis was due 18 hours later.
Although I thought I wouldn’t feel secondhand doom after graduation, I still felt it on a few rocky Total Economic Impact (TEI) engagements. Clients prefer to wait until they have finished speaking with stakeholders before reaching out to them. Or assume it will be simple to call up and schedule an interview one week prior to the deadline. Two main points of advice I have for clients who think that getting customer interviews is easy. After experiencing several projects that took longer than their original timeline,
As you can see from the warning tale about the dangers associated with procrastinating the first is to Start reaching out right now.
Have you just started the project? Start thinking about your customers.
Are you ready to launch a TEI within a few months. This is a great time for you to identify customers that would make good interviewees.
Are you thinking of buying a TEI in the next year? Start looking for potential customers if you want to maximize your future investments.
This second sound more complicated than it really is: Customers talk to you.Make the TEI worth your while. This might seem complicated at first glance. How can a key stakeholder from one of your customers’ companies give up an hour of his time for you to do anything other than a favor? It’s not difficult, but it is possible.
- Customers also have to justify their investments internally.
Even though it can be easy to forget this, especially in smoother sales, the decision to purchase your product was not made overnight. It’s likely that some stakeholders from your customer’s company put a lot of effort into convincing budget-holders and C-level executives.Other members of the buying teamYou should consider giving your product a try. Although TEI is anonymous, companies who participate in a particular TEI will be able easily to identify which insights were provided by their interviewee. The TEI will give you an ROI for a similar organization. If the project includes a lead generation tool, customers may be able to input details specific to their company to get a unique ROI. People like to be rewarded for their hard work. A well-researched study by a trusted third party proving that an investment pays tangible, proven dividends is a great reward for those who put in the effort to promote your product.
- Participation in TEI is a painless and easy way to get access to customer advisory boards.
Laura Ramos’s excellentResearch on how to use customer goodwillMany valuable insights can be found in her book. However, many companies are now following her lead and moving away from customer advocacy programs that only reward one-off participation to more ongoing programs that reward active participation. You can remind customers who are part of a company’s customer advisory board or any other loyalty programs that participation in a TEI interview, is anonymous, that it is different from other activities. It’s easier to get through legal and PR, as it only takes an hour. However, customers still have the opportunity to benefit from customer advisory board membership.
- Customers can learn (anonymously), from one another.
It’s not common for companies to openly discuss their difficulties and the solutions that they have found to overcome them. Access to a TEI case report is a rare opportunity for customers. They can see how other companies have dealt with similar problems and how your solution helped them. Sometimes, large enterprises may not be able to use certain features of a solution due to organizational dysfunction or red tape. Reading quotes from smaller organizations that have used those features can help you wake up. Smaller organizations, on the other hand, can benefit from enterprise accounts to gain insight into their environment and practices in relation to your solution as they grow.
- Interviews with TEI are a great way to provide anonymous feedback and candid feedback.
Most customers assume that when they are asked to take part in a TEI interview, they will be asked to gush about the product. Although we do love to interview people who are passionate about the solution we are asking, we don’t want them to gush about it. It’s the truth. TEI interviews are conducted anonymously without the solution owner present. We want customers to feel comfortable speaking to us without hesitation and with honesty. This not only results in a more thorough study but also gives customers the opportunity to give us clear and unambiguous feedback, which we can anonymously pass on to you.
It can be difficult to find customers for a TEI case studies. It can be difficult to interview potential customers and walk them through our process. Then, scheduling the call can become a nightmare. This amazing video explains the process. It can be much easier than you think if you consider what your customers go through. Consider how large they are, how they want to get their product, and who might be trying to convince them.
You should not wait until the last day to take down the controller.
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