Issue #4, August 2024

Welcome to the 4th issue of the Founder-Led Journal newsletter!

In the previous issue, I shared an insider view of how we closed our largest deals, explored some of the buyer-seller challenges from our latest research, and talked about the must-have types of content for CS.

This time, I’m eager to talk about our internal and external communication channels, dig into the tactics to increase post-demo conversions, and share some software recommendations to power your customer collaboration.

Let’s dive in!

1. Sales leader turned first-time founder ??

As a CRO and co-founder, I’ve been tackling a challenge that's all too familiar: shifting communication from email to more effective channels.?

For the past three weeks, I’ve been trying to get a response via email, and the slow pace and constant back-and-forth have been incredibly frustrating. It’s made me realize how obsolete email feels to me these days.

Here’s a breakdown of how I manage my communications, and how you might reconsider your own approach:

• Internal conversations: Slack for quick, efficient team discussions; WhatsApp for anything that requires immediate attention.
• Close collaborations and deals: Flowla and WhatsApp for real-time updates, and use email sparingly to invite new participants.
• Cold outreach: Email is effective for mass outreach, but make sure to target it well.
• Scheduling meetings: Scheduling tools like Calendly to streamline the process (avoid email for this).
• Warm leads: LinkedIn to engage and nurture potential leads.
• Deal signing and bureaucracy: Flowla and a signature portal if needed (although we do have a native e-signature feature).
• Content distribution: YouTube and your owned media channels for publishing new content; LinkedIn and your newsletter (or partner newsletters) share the content with the larger audience.

Reflecting on this, I don’t think email is still effective for 1-1 or sales communications. It might be time to reassess how you use your channels to boost efficiency and engagement.

2. Let’s talk new business: Engage and acquire ??

After finishing a demo call, your goal is to turn interest into buying intent and avoid just window shopping. Here are 7 essential steps to boost conversions post-demo:

1. Wrap up efficiently: Ensure key points are summarized since decision-makers, like CEOs, are swamped with meetings and might not recall every detail.
2. Clarify next steps: Clearly outline the actions needed from the prospect to move forward or understand the next steps in the process.
3. Be transparent: Provide all necessary information without obstacles. Make sure the buying process is smooth and accessible.
4. Avoid extra meetings: Decision-makers have limited time. Be succinct and relevant during the demo to avoid the need for additional meetings.
5. Keep it simple: Focus on conveying the core value of your product without overwhelming the prospect with too much information.
6. Organize your info: Break down and group information into manageable parts for easier digestion and a better follow-up experience.
7. Simplify the post-demo flow: Make the process clear and straightforward by clarifying the next steps and make all the relevant info that your prospect might need easily accessible (using Flowla).

?? Steal and adapt

??More tips from around LinkedIn

• Post-demo email recap template by ?Felipe Aranguiz
• 4 simple tweaks to wrap up every demo by Salman Mohiuddin ?
• Why you should be on a texting basis with your prospects by Blaise Bevilacqua
• Deals Ghosting? 3 Ideas to Re-engage by Krysten Conner

???Podcast spotlight

• How to Get Prospects to Stop Ghosting You | Sales Logic Podcast
• How to avoid being ghosted by corporate decision makers | Selling To Corporate
• Mastering the Sales Conversations with Patrick Trümpi | Sales Therapy by Flowla

3. Your favorite CS bits: Retain and expand ??

Now, let’s talk about the collaboration aspect of Customer Success.?

Contrary to popular belief, Google Workspace isn't a true client collaboration tool. Although it offers real-time collaboration (Google Docs), communication features (Google Meet), file sharing (Google Drive), and more, it's primarily an online workspace for internal team collaboration rather than a dedicated client collaboration platform.

Customer collaboration platforms are digital tools that help businesses — mostly customer-facing teams — interact and collaborate with their clients throughout the project. Basically, client collaboration software offers a space for collaboration with clients on day-to-day tasks as well as tools to build and implement a long-term customer success strategy.

What are some key features to look for in client collaboration software?

1. Intuitive Interface: Ensure the software is user-friendly for both technical and non-technical stakeholders.
2. Collaboration: Look for tools that support real-time updates and interaction with stakeholders.
3. Task Management: Robust project tracking, task assignments, and client approvals are crucial.
4. Communication: Choose software that supports both real-time and asynchronous communication.
5. Security: Prioritize platforms with strong security measures, especially for file sharing.

Some other nice-to-have features include:

• Real-time feedback
• Automatic file sharing
• Process automation (via native features or integrations like Zapier)
• Reusable custom templates
• Customization options (white labeling or flexible design)

Here are some recommended tools to enhance client collaboration:

• Mutual Action Plan Software: Flowla
• Content Sharing (Knowledgebase) Software: Flowla
• Screen Recording/Presentation Tools: Loom
• Client Communication Tools: Zoom, Slack, Flowla
• Online Collaboration Tools: Notion
• Document Management: DocuSign, PandaDoc, Flowla
• Project Management Tools: ClickUp, Asana

Consider this a sign to revisit and invest in your CS stack! Curious to know: which tools do you prefer using in your customer-facing communication/collaboration?

?? Read also

??More tips from around LinkedIn

• Top 5 (+3) productivity tools for CS professionals by Rachel Provan ??
• Why is CS so neglected? by Eddie Reynolds
• How AI can create value for CS orgs by Josh Schachter

???Podcast spotlight

• From Hospitality to Customer Success with Madelyn DePrey | Sales Therapy
• The Most Underrated Communication Tactic: Playbacks | Women in Customer Success Podcast

Thanks for reading! If you found these insights helpful, don't forget to bookmark this post for future reference.

And if you think your fellow sales enthusiasts could benefit, feel free to share the wisdom!