Strivenn Thinking
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.
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 These are the anecdotes, historical references, and successes employees share that reflect the company’s values and legacy.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: |
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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: |
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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: |
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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: |
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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: |
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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: |
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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."