Could this one thing give your professional services firm a competitive advantage with your customers and prospects?
Lenwood M. Ross
Monopoly, Charades, and Rummikub -- dominating family game nights for 30 years and counting
Digital technologies, including social media platforms, have changed the world.
They have changed the way we connect, build relationships, and create value for customers.?
Yet, most business leaders have failed to lead their organizations to adapt to these fundamental changes.
David L. Rogers, faculty director of Columbia Business School's executive education programs in Digital Business Strategy and Digital Marketing, wrote in his influential book, The Digital Transformation Playbook.
“Today, customers’ behavior - how they find, access, use, share and influence the products, services, and brand in their lives -- is radically different than in the era in which modern business practices arose.
Why?
Digital technologies have had a transformational impact on business and the economy, more significant than the changes during the industrial revolution.
The pace of change is faster than ever, and the implications are even starker.
Imagine your team continuing to ride horses as your competitors speed by in Lamborghinis.?
Your competitors aren't driving Model Ts.?
They're in world-class sports cars driving over 200 miles per hour with no speed limits.?
As you continue investing in technology that helps you shoe horses faster, your competitors are accelerating into new ways to connect with customers and innovate.?
I received this email a couple of weeks ago. It left me flabbergasted.?
A business using antiquated technology to persuade me to do something even more old-fashioned. The irony!
Your organization must be engaging with your existing and prospective customers and their networks to understand their perceptions, influence them and meet their unmet needs.
This engagement is a fundamental process for creating value for your organization in a digital-first world.
Your entire team must learn the digital skills necessary to engage your customers on social media platforms.?
[...] current and potential customers have access to a wide variety of digital platforms that allow them to interact, publish, broadcast, and innovate--and thereby shape brands, reputations, and markets.?
-Professor David L. Rogers
It's not about random posting, which is why so many people don't see results from their social media investments.?
Social media platforms are powered by personal networks. So, it's more important than ever for your teams to have a methodology for engaging with their networks to build communities and to do that consistently.?
Your people should be working cross-functionally to engage customers and prospects on social media platforms, building relationships and helping them to solve problems.
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Social communication is a significant behavioral change that should occur across your organization.
The process begins with a change in mindset and succeeds with a behavior change.
It requires continual learning and experimentation.
It leads to co-creation with customers and innovation.
If you found this article helpful, please share it. Tag people in the comments that might find it interesting.
You can contact me directly via direct messaging about our services.
We can create a customized social selling strategy for your organization and a virtual strategic social selling transformation program using?our collaborative learning platform .
Collaborative learning yields the highest engagement and retention of any learning method available today, accelerating behavior change across organizations of all sizes.
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3 年Great piece, thanks for sharing Lenwood M. Ross
“Revenue Through Reputation”???? Trade show “booth magnet” and live show /podcast and promo for pipeline building and revenue creation. | Founder x6. Live Show & Podcast Host | Founder: Fist Bump
3 年Lenwood, great insights as usual. The way we connect with people has changed for sure. The way companies engage with all people (internal, customers, vendors, future hires, etc) should all change to digital and mostly social. It is just more effective.
reTHINK-Learn=Work=Chanc(g)e Research Scientist | e-worker | Mindsetter | Motivator | On-site and Remote research #futureofwork #workfromhome #onlinelearning #mindset
3 年Lenwood M. Ross we are more and more homo digitalis and for this reason a business culture based on new mindset is required: flexibility, priorities and adapatability.
Should have Played Quidditch for England
3 年Great post Lenwood M. Ross if you are cold calling you have already lost ...
Life is better with a Guide. Special Needs Parent and Fanatic Fly Fisherman. Helping business owners love their business and their life through value acceleration
3 年Lenwood M. Ross I was shocked at that pitch you got for cold calling...what is it going to take for organizations to understand what you are sharing?