In Part I of this Master Class, we talked about uncovering your customers elevator rant which is basically the topics that are most important to them that they share on the proverbial elevator when there are no vendors around. And how important it is to understand those rants and the language they use - because that’s the language we’re going to use back to them when we message them. And that’s what this presentation is about: Synthesizing the voice of your customers into a compelling, customer-first messaging strategy.

1. HOW TO
GROW BY
TEARING
DOWN THE
VENDOR-
CUSTOMER
WALL
A 2-part master class on
aligning the voice of your
customer with the voice of
your company.

2. ALIGNING THE VOICE OF YOUR CUSTOMER AND THE
VOICE OF YOUR COMPANY
Session I
What’s Left Unsaid: UncoveringYour Customer's Elevator
Rant
Disruptive customer discovery questions that yield candid responses
How to frame conversations, ask questions and follow up
Tips on "listening between the lines" to maximize insights
Session II
Crafting a Customer-First Messaging Strategy
Positioning your company in the marketplace
Developing a crisp, winning value proposition
Creating sales messages that start with the customer

3. TWO THOUSAND,THREE
HUNDRED & SEVENTY-TWO*
ONE-ON-ONE DISCOVERY CONVERSATIONS
WITH B2B DECISION-MAKERS
*AND COUNTING
EIGHTY-ONE

4. WORDS MATTER
WORD SMATTER

5. BOB’S 7 MESSAGING RULES
1. DON’T ASSUME
• Uncover customers’ real-
world 3 P’s: Problems,
priorities & perceptions.
2. MEET THEM
WHERE THEY ARE
• Engage the audience on
their terms in their real-
world language, not your
jargon.
3. 4.
5. 6. 7.

6. THE ELEVATOR RANT
What is it?
• It’s what decision-makers
talk about on the elevator
when vendors aren’t
around.
• In their words, not yours.
Why do I need
to uncover it?
• To make marketing and
selling easier.
• And fuel profitable growth.
How do I
uncover it?
• Ask better questions.
• About them, not your
product.
• Then mute yourself.

7. CAN YOU ANSWER THE MOST BASIC QUESTIONS?
How does their company benefit?
How are you different?
What problem do you solve?
What do you do?
Why they rave
Why they stay
Why they buy (or don’t)
How would your customers answer?

9. BUSINESS
GOALS &
PRIORITIES
OPERATIONAL
GOALS &
PRIORITIES
We help digitize and automate manual, repetitive processes….
Which relieves pressure on overwhelmed doctors, nurses & admins…
So, they can spend more time with patients who then feel
better informed and empowered.
More standardized, digital processes reduce error rates…
And frees up time to focus on growing the practice.
Growth plus efficiency boosts profitability…
Which creates a solid foundation for M&A.

10. Taylor Stein
CEO & Co-
Founder
EngagedMD

11. BUSINESS
GOALS &
PRIORITIES
OPERATIONAL
GOALS &
PRIORITIES
We digitize and automate manual, repetitive processes….
Which relieves pressure on overwhelmed doctors, nurses & admins…
So, they can spend more quality time with patients who then feel better
informed and empowered…
More standardized, digital processes reduce error rates…
Growth plus efficiency boosts profitability…
Which creates a solid foundation for M&A.
Which leads to less anxious and more successful patients.
And increase capacity…
Which leads to growth opportunities.

12. If your practice is like most, it’s probably not market
demand that’s keeping you from growing. It’s capacity
issues due to challenges like staff burnout, low patient
conversion rates, time-consuming patient intake processes
and friction between systems. It’s dozens of individual
bottlenecks and Inefficiencies across the patient journey.
Now imagine a glidepath, if you will, that helps you achieve
balanced, sustainable growth by taking a holistic view of
your processes and workflows and using digital tools and
automation to make your team’s life easier – and the
patient’s journey smoother.
That’s EngagedMD. We deliver patient journey management
for the modern practice.
We’re committed to helping you devote more time and
resources to practicing medicine. And growing your
practice.
PATIENT JOURNEY MANAGEMENT
FOR THE MODERN PRACTICE
YOUR FERTILITY
PRACTICE. ELEVATED.

13. BUSINESS
GOALS &
PRIORITIES
OPERATIONAL
CHALLENGES &
PRIORITIES
We _____________________________
Which helps _______________________________
So, they can __________________________________
Plus __________________________________________
Helping organizations (ultimate company value)
______________________
Contributing to a world where ___________
Which leads to _________________________________
And __________________________________________
Ultimately this leads to (growth or increased profit)______________

14. BOB’S 7 MESSAGING RULES
1. DON’T ASSUME
• Uncover customers’ real-
world 3 P’s: Problems,
priorities & perceptions.
2. MEET THEM
WHERE THEY ARE
• Engage the audience on
their terms in their real-
world language, not your
jargon.
3. BE CLEAR
• The number one
complaint from B2B
buyers is that they don’t
know what you do.
4. GET TO THE
POINT
• Every word must be
meaningful to the
audience, not your ego.
5. STAY FOCUSED
• Align what you’re great at
with their biggest priority.
No Swiss Army Knives
implying that you’re “all
things to all people.”
6. HIGHLIGHT THE
VALUE
• Features are important
but great campaigns
feature the ultimate value
to the decision-maker
AND the business
overall.
7. BE AUTHENTIC
• B2B buyers can smell
marketing-speak and BS
immediately, and the
truth is just a Google
search away.

15. 3 THINGS YOU
CAN START
DOING TODAY
Google the problem you
solve
Assign a team member
to role play and rant
Ask customers! Current,
former and lost deals.

16. Bob London
+1 240 994 7644
bob@chieflisteningofficers.com
www.chieflisteningofficers.com