Offering business insights in customer conversations

Business insights come from understanding the linkages between your knowledge and experience and the client’s situation and challenges. Offering business insights in customer conversations is a great way to build trust and communicate value, but is this something you focus on? Or do you just leave it to chance?

Do your customers look forward to meeting you? Do you always add value in your meetings? Do you talk about your work in terms of them, their business and their industry?

For some people, business insights seem to just come easy: they’re an endless source of ideas and they seem to know your business even better than you do. But does this all come easy, or do they work at it?

Many work at it – and you can too!

Whether you do your research beforehand, or think quickly in meetings, there are a certain number of prompts or questions you can use to come up with the insights that:

• will help you demonstrate your understanding of a customer’s business, industry or specific situation
• are either valuable in themselves or
• demonstrate how you can deliver value

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CX Training has developed the BRITEN model to help you come up business insights, build trust and increase your value to customers:

Business insights with the BRITEN model

Business model

• What is interesting about your customer’s business or business model – their positioning, difference and way of making money?
• How will your work ‘fit’ with their business model?
• Have you seen a similar business model in another industry/market? What could this customer learn from them?

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Recent trends

• What are the latest trends in your work / industry?
• What trends would be most relevant or interesting to your client, or your work for them?

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Industry

• What is interesting about the client’s market / industry?
• Can you add a different perspective on what’s going?
• What implications will this have for your work for this customer?

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Tasks and activities

• What work will you be doing for the customer? Why?
• How will this benefit the client and help them meet their needs?
• How will your work be different, or have different relevance for this client?

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Experience / expertise

• What part of your experience / expertise is most relevant or interesting for this customer?
• How will you draw from your experience to add value?

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Needs

• What are your customer’s priorities? How can your best meet these priorities?
• How will you approach the work differently to meet these needs

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