So we def capture the specific goals of the clients. We are a transactional sale but our product is very robust. So we created a framework to help us understand the customer. WHAT HOW WHYWhat do they want to do?How do they want to do it?Why do they want to do it?
This allows us to clearly document what they want to do and we can figure out a plan for that account to both renew and expand. We categorize the opportunity to expand or renew based off the goal... Categorize like, misplaced product, good product fit etc. This way we know how we want to engage with them as they become at risk or ready to upgrade. We capture the goals in our CRM adhoc though we dont categorize the actual goals just the outcome that we think will be best fit for them.
I think its very important to have the clients give you their goals, however, a lot of times the customer doesnt actually know what their goals are or what they bought your software to truly accomplish. The WHAT HOW WHY framework allows us to isolate what they want to accomplish. We then do this Understanding the customer tactic in which we do the following;
- Play back the user's exact words- summarize it in 1 sentence- gain confirmation that we understandThis gives the customer time to rethink what theyre trying to do and allows us to dig a little deeper on specific areas since we know the questions we need answered. The WHAT HOW WHY.Hope this helps!