Getting the Message Hearing the Conversation in Java

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Getting the Message Hearing the Conversation
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Do you hear what I hear No, I m not talking about the Christmas carol. I m referring to the Voice of the Customer. In the early 1980s (pre-PC), I was selling business computers to companies that had never had one before. The technology was new, the market was new, and smaller businesses didn t have a clue. I thought my sales manager was pressing the point about frugality by taking me to a local coffee shop for lunch and avoiding places with tablecloths and candles, but in fact, he was teaching me to tune my ears. I learned more about how to sell computers by listening to the people at the tables around me than I ever did on sales calls, from company brochures, or from any amount of technical study. Computers were the talk of the town. It would be a few years before they made it to the cover of Time magazine as the Man of the Year and a dozen years before the Internet had that honor. These business lunch eaters were concerned about things I was unprepared to explain. They were focused on business processes, organizational change, and staff
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training. They were talking about placing their faith in something that heretofore was only useful for putting a man on the moon. These issues all had to be addressed before they d trust a computer with their information and long before they d trust a computer salesman who only talked about speeds, feeds, chips, and MIPS (millions of instructions per second). Listening to the voice of the customer allowed me to be a successful consultative salesman. In their seminal book The Cluetrain Manifesto (www .cluetrain.com), those 1999 thought leaders laid down the law. The marketplace is a conversation, they said. Companies can either join the conversation or go crazy trying to shout their message into it. The rst sign of conversational incompatibility was the invention of the price tag in the late 1800s. John Wanamaker is most noted for his comment I know half my advertising is wasted, I just don t know which half. He also was the rst to copyright an ad and the rst to standardize pricing in his department store in Philadelphia, inventing the price tag. Before that, price was determined through haggling a conversation. So rather than thinking of social media as a new tool to push your message out there, and measuring the volume of your shrieking, rather than merely counting the number of ears your message invades, be aware that social media is much more powerful as a tool to help you converse. Every woman on the planet will tell every would-be boyfriend or spouse that conversation is a ne art and depends almost entirely on one s ability to listen. Customers will tell you the same thing . . . if you ll only listen.
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Search has always been considered a regular part of regular online marketing and not a social media activity. From the advertiser s perspective, it s a great way to catch people who are interested at the moment. But what people are searching for at the moment represents public interests the same way tweets do. What are you doing What are you thinking What are you looking for These are all closely aligned questions and marketers are recognizing the value in analyzing the answers. When people arrive at your web site from a search engine, they are looking for something in particular and are communicating their intent. When they search for something on your web site (through your onsite search), they are communicating their inability to nd it through your normal navigation menus. Both are instructive. But more important in the realm of social media, how people discuss you Out There has a hefty impact on how many people will nd their way to your web site (In Here) via search engines. Crispin Sheraden is senior director of search marketing strategy and manages global search for SAP, an enterprise software company. That means they sell software and services for customer relationship management, enterprise resource planning, product lifecycle management, supply chain management, and a lot more.
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