BeKnowledgeable: Unleashing your Client Team’s Superpower in finding growth
In our most recent LinkedIn workshop (get in touch to get a copy of the recording – we even had a client extolling the benefits of this), we revealed the critical barrier that Client Service teams must overcome in order to develop deeper client relationships and find more growth opportunities:
Getting. More. Knowledge.
This is critical to be able to engage clients in valuable conversations that they want to have with you, provide advice that clients are looking for and build credibility to a point where you become the go-to partners of their organization.
As the title says, this is an often-overlooked superpower to driving agency growth!
This has always been so. What’s made it even more important now?
Because of the simple reason that right now, clients are choosing their partner agencies not on the brilliance of their tech and solutions, but on the brilliance of their people. Therefore it’s even more important that agencies stand out from their competitors and sell more, by tooling up their account and client teams with knowledge and insight.
And the good news? Not only do your clients want you to do this, it can be simpler than you think to garner this knowledge, use it to your advantage and keep it up to date.
Yes, this means your account teams may need to spend a bit of time gathering this knowledge. You may need to convince them to do it. You may need to convince your senior team of its importance. What follows therefore, are the key benefits you can take and use to establish its importance in your agency. Let us begin at the beginning…
We know Knowledge is the driving force behind successful B2B sales. If you ever had a coach for sales, they’ve likely mentioned it. It’s even been proven through meta-analysis of research into the drivers behind sales performance.
And for client teams and/or subject matter experts who aren’t sales professionals, it’s even more important to be armed with comprehensive knowledge, in order to have a significant advantage over the competition.
Whether it's understanding the overall market landscape, comprehending intricate client needs, or staying ahead of rapidly evolving industry trends, knowledge empowers Client Service and SME teams to build trust, deliver exceptional value, and drive revenue growth.
Going one step further, the benefits are also numerous for your agency’s clients:
1. Building Trust and Credibility
Building trust lies at the core of every successful B2B commercial relationship. Clients seek knowledgeable teams who not only understand their pain points and challenges but also possess the expertise to provide effective solutions.
When your team can demonstrate in-depth knowledge of their products or services, industry trends, and the competitive landscape, they can address client concerns with precision, offer tailored recommendations, and instil confidence in clients and their stakeholders.
This is the modern client-facing person that clients are looking for. By doing this you will be seen as valuable partners, guiding clients towards the most suitable solutions and cultivating enduring, growing relationships based on trust, reliability, and transparency.
Not bad for a few minutes’ a week worth of time investment, no?
2. Understanding Client Needs
It goes without saying that understanding customer needs is of paramount importance. Knowledge empowers client-facing teams to actively listen, ask pertinent questions, and gather invaluable insights. This, in its own right, leads to more valuable conversations for your client, both for them and for you in being able to offer more ways in which you can help.
Account teams who immerse themselves in the client's unique business challenges, industry trends, and competitive landscape, can then tailor their approach and present solutions that genuinely resonate with the client's objectives. Comprehensive knowledge enables them to identify their client’s jobs to be done, and convey how their product or service can address those specific needs. Consequently, your team can position themselves as genuine trusted advisors, demonstrating a deep understanding of the business and accelerate growth through offering highly valuable solutions that effectively solve their problems.
In addition, deep knowledge of the client’s industry allows the team to speak the same language as their clients. They can understand the nuances, challenges, and opportunities specific to the industry, establishing themselves as experts and building rapport with both their main contact and their internal stakeholders. By demonstrating industry-specific knowledge, they can effectively engage with client contacts and provide insights and recommendations that align with their specific business goals.
3. Adapting to Evolving Markets
The business landscape is in a constant state of flux, with markets undergoing rapid changes. Right now in the UK at least, the market is toughening up. The cost of living, interest rates, and other pressures on end consumer pockets means less revenue and spend from clients.
In such a challenging environment, knowledge plays a pivotal role in staying ahead of the competition. If the team invests a few minutes a week to remain keenly aware of industry trends, they will be far better equipped to adapt to market shifts. This knowledge empowers them to identify emerging opportunities, anticipate customer needs, and proactively offer innovative solutions.
Moreover, staying updated on industry trends enables you to demonstrate thought leadership. By showcasing your knowledge of emerging technologies, market disruptions, and changing customer preferences, you can position yourself as a market leader who provides strategic guidance and foresight to your clients. This means you and your organization will be seen as a valuable resource, not just for immediate sales needs but also for long-term growth and success.
4. Enabling Informed Decision-Making
Let’s take it right down to the tactical level. By deeply understanding the client’s business, industry, and market dynamics, your teams can accurately assess potential risks, evaluate opportunities, and create comprehensive proposals. Well-informed decision-making significantly reduces the likelihood of misalignment between the client's expectations and the solutions offered, thereby increasing the chances of achieving successful sales outcomes.
Moreover, knowledge allows them to provide compelling arguments and address objections effectively. By anticipating potential concerns and leveraging their knowledge, the team can proactively address objections, positioning themselves as trusted partners who have carefully considered all aspects of the client's unique situation. In addition, a deep understanding of the client's industry enables you to align your solution with their strategic objectives, thereby increasing the likelihood of successful adoption and long-term client satisfaction.
Many convincing arguments then. But there is a big barrier to getting it – having the time to do so.
How to go about getting this knowledge in a time-starved day
Whether it’s for you, or something your team needs to improve, the key message is to make knowledge-gathering a habit. Which means taking small steps to bring it into the normal cadence of your and your team’s work.
Summary
In our experience, for those client-facing teams who are charged with selling or finding growth, knowledge reigns supreme.
Proactively investing in expanding your knowledge base will gain a decisive competitive edge by building trust and credibility, deeply understanding customer needs, effectively adapting to evolving markets, and enabling informed decision-making.
Your clients are increasingly seeking solutions from agencies they perceive could be trusted partners. Becoming known as an agency full of knowledgeable people means you will be sought out more to become invaluable allies in their quest for success.
By embracing a culture of continuous learning, consistently investing in market research, and remaining updated on industry trends, client teams can leverage the power of knowledge as an indispensable tool to forge meaningful connections with clients, drive sustainable revenue growth, and propel your agency to new heights.