desteni lebrant

CEM

Managing Partner for CEM, one of the first companies to help companies like Microsoft use customers to help generate revenue. Our solutions have helped companies generate huge demand for their products even before they launch, and close millions in additional revenue.

When identifying Market Opportunities, Assume You Don’t Know Your Customer

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Posted on 2012-02-25

I recently spoke at a business seminar on the concept of branding. Most people think of branding as a logo or a color palette, but branding is much broader than that. I think of branding as the total experience your customer has with your products and services. But, since I needed to focus my presentation, I focused on the concepts of positioning and messaging.

After my session, I participated in a Q & A that was very informative and I believe very valuable. For over two hours after the event, many people wanted immediate feedback on their business ideas and how to brand them. I was struck by how many wanted advice on their ‘silver bullet’ idea that would guarantee success. Do I have that ‘silver bullet?’ Absolutely! The most effective branding begins with a very fundamental concept, knowing your customer. Do you know your customer? If you quickly answered ‘yes’ to that question, think again. Research tells us that among the most common reasons for most business...

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How Social Media Won't Revolutionize Reference Selling

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Posted on 2009-03-15

The Web 2.0 environment and business-oriented “social media” promise to connect buyers and sellers in support of reference selling. In theory, these Internet applications could provide automated processes for reference generation, with little effort required of the sales or marketing organization.

At first glance, a central data repository with easy to use, open processes seems a good way for customers and buyers to connect and share their experiences. However, this approach misses an essential element in reference selling: the personal relationship. Most customers who are willing to provide positive references are motivated by exchange of value that is best negotiated face to face. For example, the vendor might provide discounts, free products, display of the client’s brand, or other value in exchange for a reference. These value elements vary from customer to customer, and perhaps from day to day. In most cases, obtaining a quotable reference (meaning the customer is...

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Use References to Increase Sales in a Down Economy

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Posted on 2009-01-28

In today’s economy, most businesses have customers that are reviewing their budgets and reprioritizing expenditures. As a result, companies are not making large purchase decisions without thorough due diligence, including gathering evidence that the investment will be justified by a reasonable return.

As posted in other blogs, the increased need for justifying expenditures in difficult economic times reinforces the key business case for customer evidence managers: companies need to continue investing in customer evidence programs because there is a high probability of return on the investment. Well-executed customer reference programs can influence many business objectives, including stronger market presence, credibility, and increased sales. In this economic climate, I want to focus on increasing sales. There are many tactics to boost sales, but here are some of the most effective ones we have been recommending to recent customer evidence clients:

1. Give your...

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