I always find it helpful to have conversations with people about what you are planning to do.
It helps you hone your ideas. Especially if you watch and listen to how it’s received. And note the questions that arise after you say something. It helps crystalize both your ideas and messaging.
I recently had a networking call with someone who is planning to release a wellness practice membership. I am also releasing a membership soon, the conversation naturally went to memberships.
The “hone my ideas” part came when she asked me what the customer transformation is for my members.
Transformation is a word used a lot by people in the world of online learning and memberships. For instance, they speak of guiding the learner on a path towards a transformation.
Still getting my messaging clear, I answered in B2B speak. Possibly stumbling on some words.
The goal of my Customer Journey Lab membership is to enable members to create successful experiences for their customers, starting with onboarding. Consequently, they achieve the business outcome of increased recurring revenue.
My transformation is about implementing a business transformation and/or digital transformation.
My spidey sense told me that wasn’t what she was considering in terms of customer transformation.
Not to put words into her mouth. I assumed by her further questions and body language that she was asking about the individual transformation of members. Not the business outcomes for them.
Something a B2C membership focuses on.
Though, it’s useful to remind myself that even when you are grounded in concrete business goals, business is still grounded in people.
Something I learned from Whitney Johnson is to also consider the physiological job you do for people.
Maybe my B2B worded customer transformation is missing that. And as a result, my messaging could use a rework.
It’s not that I don’t deliver an individual transformation when I work with people. It just my years in the business of technology have resulted in that I don’t often talk about it.
Feedback I’ve received from people I’ve mentored is that I create champions. I give people the confidence, knowledge, and skills to continue to be successful after they are out of my orbit.
In a way, I am already saying this in my sales copy.
“My vision is to make the membership a safe place for people to explore new ways of doing things. Share ideas. Hear about different tools and techniques. And then take it back into how they do things in their world.”
For me the transformation is the ability to continue transforming. In their world.
Hmmm. Now to work on it a bit more. And put it into speaking.
What is the psychological job you do for people? Do you have to give it some thought?
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