Key Takeaways

• Building trust with IT teams is essential for successful deployment.
• Focusing on solving major customer pain points delivers true business value.
• Engage directly with customers beyond virtual meetings to understand their needs.

Topics

• Customer Success
• SaaS
• Business Strategy
• Digital Transformation

Transcript

I think specific to digital signages is you have to very, very quickly build trust with the customer. IT is normally the team that we're initially working the most with, because ultimately the screens are on the network, and if it's on the network, it's the responsibility of IT. Now, if IT get on a call with you, and they don't think that you anticipate the needs and problems they're going to have, they're not going to trust you, in which case they're not going to back you and roll you out, right? So you have to build that relationship really carefully and deliberately from the very beginning. And normally that's just about anticipating the issues and the fears that they're going to have, because what they don't want is screens go down all the time. You go to the airport, you see black screens, blue screen of death, all that stuff. That's IT's worst nightmare, so you've got to really understand that pain, acknowledge it, and then show how you're going to work to alleviate that pain and minimize the risk in the future, because they don't want to be the person responsible for rolling out something that's a massive headache in a year's time. So I think trust is key. And then honestly, it's just really, it's kind of simple. You've just got to listen, got to listen to what they want. You don't necessarily have to do everything they say, but you've got to really kind of like focus on the pain. We don't want to be selling just like aspirin here. We want to be sending proper painkillers like, oh, I've got a little bit of a problem over here. Fine. I want to be solving major, major issues, right? Because otherwise it's so easy for SaaS products to fall into like a nice to have category. And especially in like a market like we're in now, no one's buying nice to have products, right? They're buying products which are going to deliver business value back to them. So you've got to really hook into that pain and figure out what you can do uniquely to help solve it. And I kind of