Engagement vs. Elusiveness: Decoding Customers
Introducing the concept of "Popcorn Customers" and "POC Customers
Popcorn Customer - Imagine your team all geared up for an online meeting with a promising potential customer. The stage is set with a professional video backdrop, ready for an engaging discussion. However, as the meeting begins, the customer joins without turning on their camera. Even introductions are curt, with a mere 'VP of XYZ company.'
Despite this, you remain optimistic and proceed with a live demo. Yet, as the demo progresses for 15 minutes, you notice minimal to zero engagement or inquiries from the customer. These are what I term 'Popcorn customers'—it feels as though they've settled in with their popcorn, quietly observing the movie.
It's a scenario where interaction is limited, and it seems the customer is more of a spectator than an active participant in the conversation.
POC Customer- The POC customer is incredibly involved and inquisitive during your demonstrations. They eagerly participate, inviting you to collaborative whiteboarding sessions, and display a keen interest in comprehending your company's full suite of services and product offerings.
After maintaining this high level of engagement for 3 to 4 months, just as you anticipate progressing the relationship further, they introduce a curveball known as 'POC' (Proof of Concept). POC feels like a never-ending labyrinth, a bottomless pit that can become a seemingly endless cycle."
It's a situation where the customer, despite previous engagement, introduces a phase that can perpetuate endlessly, making it challenging to progress the relationship further.
In conclusion, navigating the realm of potential customers can often feel like traversing a complex landscape, encountering both the passive observer and the deeply engaged participant. While the "Popcorn customer" may initially present challenges with their minimal interaction, there remains an opportunity for meaningful dialogue and relationship-building. Conversely, the enthusiastic engagement of the "POC customer" can lead to promising prospects, yet it comes with the potential pitfall of a never-ending Proof of Concept phase. Ultimately, successful customer engagement requires a delicate balance of understanding and addressing the needs of both types of customers, ensuring that progress is made while avoiding the pitfalls of stagnation.