The Client Insights Trainer
Build your business better; become an expert in understanding your clients
Your market and your clients can tell you about your future, if you listen in the right way. At IC&CO, we teach professional service and B2B teams how to tune in, understand the clues and be clear about their next move.
Here’s the problem
Market research is a multi-billion pound industry surveying the world. And if you’re a Unilever or L’Oreal with literally millions of customers, you need that army of agencies and consultants to keep you on track.
But if you’re a relatively small or scaling business with fewer than a hundred people, that model doesn’t work.
First, it doesn’t make sense to pay other people to become experts in your clients or customers.
Secondly, it doesn’t actually help with shared understanding and decision-making.
“If you’re growing a professional services business or scaling a B2B offer, then job #1 is to understand market demand and how to tap it.”
How to do this
We've spent 30 years in insight and across dozens of markets. We've become very good at two things. Running crack insight projects that spot what matters, and helping people move from findings to decisions.
We now teach these skills.
We specialise in professional services and B2B tech firms, because, frankly it's a lot more interesting that skin cream.
How it works
The programme makes your team experts in tuning into market and client needs and making your next move.
“Rich conversations with the people who matter to you is a leadership task. And it can’t be done from behind a screen or a spreadsheet ”
1. We take a live issue or challenge you’re wrestling with, such as:
Why are our sales cycles so long?
What’s our next product or service bet?
How can we be easier to buy?
What should our value proposition be?
2. We work together to deliver a coherent insight project addressing the challenge. This involves five key disciplines:
• Framing the brief correctly
• Finding the right people,
• Having rich conversations,
• Making collective sense of the results,
• Agreeing your moves
3. We embed the skills into your organisation
Your team owns the project, we guide every step of the way.
It's both team development and delivery.
For a typical project of 10-15 depth interviews, the fee is £4,000 and takes 4-6 weeks.
Case study
Jo and her team are in the recruitment business, with a specific niche in engineering, operating in three countries. The challenge is to develop a new business model to sustain revenue among core clients.
This is what we did:
Framing the brief correctly
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Finding the right people
Supplementing the client calls with making the invitation processes dramatically smoother.
Having rich conversation
Re-working the initial guide & questions for greater relevance; running question practice sessions; co-piloting
Making collective sense of the results
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Agreeing next moves
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Embedding the skills
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“Speak to your client, make sense of the results and have a stake in the outcome. This is your chance to create a shared change in perspective and make bold decisions
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