By Ignite Excellence

Recently, I was teaching a high-stakes negotiation skills program to a group of executive engineers. During our discussions, one of the executives piped up about a recent negotiation he had and how he decided to walk out because of the customer’s persisting tactics. Just as I was about to ask the nature of the negotiation, one of his colleagues announced, "That customer always uses those tactics."

I stopped in my tracks. It was obvious that these two individuals did not share customer intelligence. As a result, they could have lost a two million-dollar deal!

This story may seem unique, but over the last year, 90 per cent of Ignite Excellence’s clients could have found themselves in the same predicament. Business units, practices and departments operate too much in silos.

Siloization is the isolation of product, service and customer information. When you operate as a silo, there is a tendency to keep client intelligence for your own use. There are many limitations to winning business when information is not shared. If all the client intelligence resides with one individual, it can be very challenging for other individuals in the organization to capitalize on that knowledge and introduce a new solution to that same client.

Instead of siloization, organizations should practice infomobilization. Continuously sharing client information with colleagues, such as how a client buys, will promote productive client conversations and increase uniformity as an organization. This strategy will drive client loyalty and positively impact revenues.

I recommend documenting key criteria that is important to your clients and sharing them with your colleagues. The client may value time; always negotiate; have two children; like something specific about your offer, etc.

Remember, any method of collecting information is only as good as the information collected and SHARED.

ACTION: Every time you interact with a prospect or client via phone, face-to-face, or email, document the interaction and the next step as soon as possible.

Ignite Excellence is a training and development company specializing in influential verbal and kinetic communications. Ignite Excellence develops the skills of CEO members to win and maintain business, build stakeholder perceptions and strengthen internal communications so individuals can Influence. Differentiate. Engage.