Reward vs. Risk: Should Your Customer Trust You?

Ginni Rommetti, CEO of IBM, at the NRF 2014 Keynote spoke about security and trust as part of her presentation.  To paraphrase (about 24 minutes and 30 seconds into her keynote), trust goes beyond compliance, and the key is to provide more value to your customer than the risk they take providing you information that you have chosen to collect, store and in today’s big data world analyze.  She also goes further to remind everyone that customer information and how you protect it establishes not only trust worthiness but your brand and reputation are on the line.

When the data being collected is of a personal nature, this security discussion becomes more about privacy than traditional IT security.  You are making a choice as a company to collect data about your customers, about your employees, and probably business partners to improve your business.  The question Ginni puts out into the market is key, is the value you provide back to those audiences worth their providing you that information, and are you genuinely concerned about their privacy and trust as symbolized by your company.

Privacy, as compared to overall security, is a little different so let’s take a walk on a non-computer example.

You are visiting a friend or family member.  You go to the restroom and there is the medicine cabinet.  At this moment, there is an opportunity to open that door and peak inside.  You are curious, we all have moments of intrigue or curiosity, that we know opening that door may not be appropriate.     At this moment there is a reward for opening the door:  You satisfy your curiosity of what is being kept behind the door.  The risk is obvious, you are risking a relationship, a friendship and honestly you may discover information that would change your opinion of them.  But, by opening the door, you have for all practical purposes jeopardized the trust of the person whose medicine cabinet door you opened and if they were aware their trust in your personally may be irreparable.

My thoughts are evolving as many of yours are, with regards to this new era of internet commerce, social media, and mobile.  When you open up these “cabinets of information” because you can access them are you considering all of the ramifications of viewing, collecting and storing information?

I keep coming back to three questions that should be asked, when considering how you collect and handle personal information:

1.  Is there a key REWARD, to your business to collect and store specific personal information about your customers, employees and is that reward shared with those whose data you collect? 
2.  Is that value greater than the RISK of loss of that data to your competitors, thieves, or potential government agencies requesting it?
3.  Does it truly increase the TRUST and strength of your relationship with that customer or person?   

Let's take the medicine chest example into the Internet of things.  Facebook, as reported in the press, will and wants the permission to turn the microphone on your phone through their mobile apps.  The REWARD is that Facebook will learn even more about me to better target services and advertising.  There is an inherent RISK here.  Facebook won't just hear what music I listen to, but truthfully everything within the capability of that microphone to pick up will now be stored on a Facebook server.  There is a risk that information could be leaked., and the question of increasing TRUST in their relationship with their customers and users is key.  
There is also, and interesting twist, if what I am doing is not legal then all of a sudden there is incriminating evidence all across the Facebook servers that law enforcement could leverage.  Is the reward to Facebook to collect that data so valued to them and their customers that they are willing to take that risk?  Frankly does it really increase the level of trust between them and their end customer or as one might surmise decrease it.  What if there is a violent crime being committed at a given moment, and Facebook has permission to be monitoring my phone and could have alerted the police and chooses to do neither?

As you look at these questions, they are not that new, just more complex.  These topics and how companies protect their own information, collect necessary information from their customers and ecosystem while protecting the privacy and trust of these constituents has been going on since the beginning of computers, networks, and were heightened in the 90’s around ecommerce and the dawn of the Internet.  In the 90's I led the discussion at IBM Internet Executive Briefing center focused on these same security issues that varied in intensity based on country, industry and varied regulations.

The challenge as we continue to accelerate the change to society around mobility, social media, and growing digital information is to assure we all take into account the seriousness of these choices beyond just the business value.

What you should do, and how you proceed, should follow the wise guidance of Ginni Rometty and remember these choices not only effect the privacy of your company, your customers and employees, but also the trust and value entrusted to your company's brand and reputation

When do sales people make good marketing professionals?

OK, not a fair assumption, the assumption that sales people can make good marketing professionals.  However, with almost 30 years in the IT industry with experience spanning sales, marketing and leadership positions, I am confident that in the right industry and opportunity sales people can add a great deal to a marketing team.  Not just as contributors from a sales perspective, but as an engaged marketing professional.

In a consumer marketplace, where marketing is brand awareness and volume oriented, being a sales person by trade may not add the value to a marketing team.  Sales people tend to be very coin operated, and short term focused, and marketing of a consumer product may have a short window of awareness but the brand image and the skills to attract consumer interest is not a typical strength of a sales professional.  The promotion, the insight ahead of buyer demand, and the general advertising and marketing of a successful consumer campaign requires unique skills that a typical sales person, especially consumer oriented, would not have.

On the other hand, when the opportunity is for a business to business opportunity, to support the demands of business buyers that marketplace demands some added awareness that a strong sales professional can bring to a marketing team.  The purchaser will be of a solution to advance their business, improve a process, or help them gain a competitive advantage.  These tend to lean toward strengths of a sales professional as they can add awareness and perspective that is unique and of value.

In a Business to Business market, successful sales professionals learn to listen well to their customers.  They understand where their priorities lie, and most importantly they can perceive changes in the market for their customers uniquely.

Marketing professionals, and I mean this by education, training and trade tend to look longer term at opportunity based, requirements, and how to build the awareness and a "market".  All very welcome and necessary in both a consumer and business market, but to be successful in today's marketplace for business customers the unique skills of a sales professional on the marketing team can make the difference in success or failure of an offering.

I grew up at IBM as a sales professional, for over a decade I led the sales of business solutions, software, and Internet solutions for IBM worldwide and domestically in the US.  In the late 90's that sales excellence led to a later career as a marketing professional for IBM, at Premier Business Partner, and now a "Senior Marketing Therapist".  Truthfully it led me to wonder if the value I brought to those teams was unique because of my sales experience, and the answer is yes.

In the right market, a business solution, and in the right context of higher valued solutions, having a sales professional who is also highly skilled in marketing is a welcome advantage for a marketing team and can lead to greater success.

A highly skilled sales person brings traits to your table that are unique, from the more traditional marketing professional including:

• Skills at maintaining a business customers interest in their offering, and understand the keys to assure support across a company's buying process.
• Sharp talent for listening to detect customer buying and behavior changes that either will require offering changes, or changes in marketing approach.
• Keeping the focus on the important messages for your clients, away from noise that may be generated by others especially competitors, that do not influence or impact a customer's buying process or the success of your offering.
• Being A strong team player as the typical business sales requires a team to help sell the solution.  In addition this allows a keen focus on understanding of the customer team that will be influencing and making the buying decision.
• Impatience, this may not seem like an advantage, but in my experience sales people tend to add more urgency to a particular activity as they know a given opportunity is only hot for short period of time.  They know instinctively that the window of opportunity, especially in today's marketplace, is quite short so being in the game or market is as key as perfecting a message or solution description.
• Lastly, the difference between a very good sales professional and a great one, is the knowledge of when to keep quiet.  When the silence in the room is thinking, and deliberating the next step and not just silence in absence of progress.  There is nothing more frustratingly difficult for a sales professional than when one asks for the order.  You wait for the answer that silence is key, and truly great sales professional knows that those moments of silence are precious to winning the business.

When you look for the next marketing professional for your team, consider that sales leader looking to make a career change and add a unique skill and strength to your team.

Sincerely,

Brian Silverman
Senior Marketing Therapist
bsilverman@abspartnermarketing.com