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Strivenn Thinking / Customer Hidden Needs / The Sherlock Holmes Technique Every Sales Pro Needs to Know
Customer Hidden Needs

The Sherlock Holmes Technique Every Sales Pro Needs to Know

By Strivenn

Customer understanding is essential to building successful B2B partnerships that transcend price-based transactions. Salespeople and Key Account Managers (KAMs) must learn how to recognise the subtle cues that define how a customers culture influences the things they value and their decision making processes. 

Imagine the sales professional in the role of a Sherlockian detective - someone who carefully observes and interprets every small detail. This approach helps to understand a customers inner workings, allowing for deeper understanding into what motivates their people and decisions.

 

The Importance of Customer Culture

Every organisation has a distinct culture that shapes its actions and decisions. Culture is so powerful that it spawned the phrase (often misattributed to Peter Drucker): “culture eats strategy for breakfast”.  No matter who coined the phrase, company culture is so powerful that not only can it supercharge or derail strategy, it can also empower or impede the sales process.

By deducing the impact of cultural clues, sales professionals can anticipate needs, navigate hierarchies and build rapport that deepens client relationships. To do so, salespeople and KAMs need to adopt a detective mindset of carefully observing clues that reveal the values, dynamics, and priorities of an organisation.

When KAMs overlook these subtle signs, they risk misunderstandings and missed opportunities. For example, an informal approach may alienate a hierarchical client, while a rigid approach could feel out of place in a collaborative environment. Contextual understanding allows sales professionals to adapt to the customer culture, ensuring engagement that feels authentic and empowering negotiation strategies.

 

Introducing the Culture Web for the Commercial Detective

The Culture Web is an invaluable tool for uncovering the deeper layers of a company’s culture. This framework, covering stories, rituals and routines, symbols, stories, organisation structures, power structures, and control systems provides insights into an organisation’s values and practices. 

 

The Culture Web

 

Stories
Rituals & Routines
Symbols
Org. Structure
Power Structure
Control Systems

Stories

Stories represent the narrative of the business as it’s discussed internally. These are the anecdotes, historical references, and successes employees share that reflect the company’s values and legacy.
What to Look Out For:

  • Common Success Stories: Pay attention to stories of past achievements or challenges that employees frequently mention. These often showcase what the company considers important.

  • Founder Stories or Origin Tales: If employees frequently recount how the company started or refer to the founder’s vision, it might suggest that the company is rooted in these values.

  • Cultural Heroes: Identify key figures in stories—employees or leaders who are celebrated for embodying company ideals. These people represent what the company values most in its employees.
What They Reveal: 

Stories provide insight into the company’s ethos, what it celebrates, and the qualities it values. Understanding these narratives can help sales professionals frame their messaging to align with these values.

Rituals & Routines

Rituals and routines are the established ways of doing things. They shape the day-to-day and week-to-week rhythm of the organization, including how meetings are run, how decisions are made, and how people interact.
What to Look Out For:
  • Meeting Cadence and Structure: Regular team meetings or daily stand-ups can indicate a collaborative environment, while infrequent or ad hoc meetings suggest a more independent work style.
  • Regular Reporting: Frequent updates or check-ins reflect an emphasis on accountability, while fewer updates suggest a more hands-off approach.
  • Onboarding and Training: How new employees are trained and integrated can reveal the company’s commitment to development and inclusivity.
What They Reveal: 

Rituals and routines reveal the company’s communication patterns, decision-making approach, and emphasis on collaboration or independence. Recognizing these practices allows commercial detectives to match their engagement style to the client’s rhythm and operational habits.
 

Symbols

Symbols are the visible representations of a company’s identity. These include brand logos, icons, office decor, dress codes, and even the layout of the workspace or how parking spots are organised. Observing symbols can help key account managers understand what the company values and how it wants to be perceived.
What to Look Out For:

  • Office Decor and Layout: A modern, open-plan office with shared workspaces might suggest a culture of collaboration and transparency. Conversely, private offices or cubicles could indicate a more traditional or hierarchical setup.

  • Dress Code: Casual dress codes may signal a relaxed, innovative environment, while formal attire could indicate a more traditional, professional culture.

  • Visible Branding and Slogans: Company slogans displayed on walls or merchandise often convey core values (e.g., "Innovation First" or "Driven by Excellence"). These messages often indicate what the organisation prioritises.
What They Reveal: 

Symbols reflect the values and image the company seeks to project, helping commercial detectives understand how the client wants to be perceived and align their approach accordingly.
 

Organisational Structure

Organizational structure reflects how roles and responsibilities are delegated and how teams are structured within the company. Understanding this structure can help you decipher how influence flows within the organization.
What to Look Out For:

  • Team Setups: Whether teams are organized by product, region, or function can reveal the company’s priorities and how it approaches collaboration.

  • Reporting Lines: Pay attention to formal reporting structures, as these indicate how communication flows and who oversees key functions.

  • Departments and Their Interactions: Notice how various departments interact or how integrated teams are across functions, as this can suggest silos or a collaborative culture.
What They Reveal: 

The organizational structure shows the flow of communication and decision-making. It allows key account managers to navigate the client’s structure effectively, identifying key contacts for various needs and understanding the company’s operational priorities.
 

Power Structure

Power structure reveals the hierarchy within a company and how power is delegated. Observing the hierarchy helps in identifying key influencers and decision-makers.
What to Look Out For:

  • Hierarchy and Titles: Job titles and the visible hierarchy (e.g., “Chief,” “Vice President”) can indicate where authority lies.

  • Interactions in Meetings: Watch who speaks first, who defers to whom, and who has the final say. This can reveal both formal and informal power dynamics.

  • Status Symbols: Reserved parking spots, office size, or prominent seating in meetings can indicate status and rank within the company.
What They Reveal: 

The power structure shows the actual hierarchy of influence, guiding the commercial detective in determining who holds decision-making power. By understanding the hierarchy, it is possible to approach the right people in the right way, enhancing effectiveness in negotiations and engagements.
 

Control Systems

Control systems are the mechanisms the organization uses to manage performance and maintain standards, such as financial controls, performance reviews, and metrics. These systems highlight what the organization values and seeks to enforce.
What to Look Out For:

  • Performance Metrics: Key performance indicators, like revenue, customer satisfaction, or innovation scores, reveal the company’s focus areas.

  • Reward Systems: If the company has frequent performance bonuses or awards, it likely emphasizes individual or team contributions and motivation.

  • Compliance and Financial Reporting: Strict financial controls and compliance checks suggest a focus on accountability and risk management, while a flexible approach may indicate a more agile environment.
What They Reveal: 

Control systems provide insight into the company’s priorities, whether they be results-driven metrics, compliance, or innovation. Recognizing these controls allows key account managers to frame their proposals and engagement efforts in ways that align with what the client considers essential.
 

During any customer visit or interaction, the commercial detective has the opportunity to build a detailed understanding of their values, priorities, and cultural nuances. This contextual knowledge allows them to uncover insights that can lead to more effective engagement.

 

Cultural and contextual awareness is more than just a soft skill - it’s a critical component of successful, strategic partnerships. By observing and interpreting the cultural cues, commercial professionals can tailor their approach to maximum effect.

 

In the words of the world's greatest detective: "You know my methods. Apply them."

 
Topic: Customer Hidden Needs