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May 31, 2006
On becoming a company evangelist
Betsy Weber, the chief evangelist for software toolmaker TechSmith, has five solid tips for being an official company evangelist and helping create other evangelists just like yourself.
1. Be a power listener.
Listen as much as you talk (if not more). Then, bring those conversations with customers into your company so the user's voice is heard. Keep the conversations going. Relate the feedback you hear to product teams, be the voice of the customer, and fight for what they want at your company.
2. Get out of the marketing department.
This isn't a marketing job. This isn't to create sales. It's about customer care and customer relationships. Dump the marketing lingo. Be transparent, open and honest. You have to be an extrovert and people person. It's almost a way of life -- you're either suited for it or you're not.
3. Get your whole company onboard.
It takes more than a Chief Evangelist to create customer evangelists. Every area that the customers interact with must be on board with creating customer evangelists. If one department fails to give outstanding service or gives the customer a negative experience the whole company is affected.
4. Open the front door and be accessible.
Give out your direct phone number and real email address. If you hide behind voicemail and an email alias you might miss a great opportunity. Give VIP tours and arrange for customer meet-ups. Customers will appreciate it and it can be a competitive advantage.
5. Have passion.
You must love and believe in the products, and you have to be passionate about the people who use them. If you won't, who will?
(Via the WOMMA blog.)
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I'd add to the first point: Translate what you hear customers say into benefits when you communicate with decision makers within your organization. As my first sales manager said, "Facts don't sell, benefits do."
Ben,
I couldn't agree more with Betsy. The lynchpin of the five points, in my opinion, is being honest, transparent and GENUINE (may I add).
As an example: Guy Kawasaki, started out as an Apple evangelist. To this date, even though he doesnt work for Apple I see in him a passionate exuberance about Apple products. He truly loves the product and will evangelize even when he isn't being remunerated for it.
I think an evangelist is one who works for a company that he/she truly believes in and whose product/service he/she thinks is evangelism-worthy.
Thanks for listening. Mario Sundar
Mario -- When I first met Guy, it was in his office. He was, as he said, having "a very bad digital day" which included some malfunctioning Apple products. But he said he couldn't envision buying and using anything other than Apple.
Aw, thanks for the post. You made my DAY - I appreciate it!
I had a bonus tip that it looks like they didn't include (who can stop at 5 tips?! I could've gone on forever!) So, here it is...
Bonus tip:
Give Recognition. Show off your evangelists and give them the recognition they want and deserve - on your blog, newsletter, website, tradeshow booth, direct mail…wherever! Don't forget your internal evangelists as well.
我们的跳跳糖会给你们带来笑声和欢乐!我们的巧克力祝你们爱满人间!
Hi Betsy,
You are right on the money, just wanted to say
be encouraged and keep up the good work. It is
really an inside job that spreads outward to our customers. Relationships, relationships, and more Great relationships will do more for any company than most people can ever think or imagine. Jesus the Master Teacher proved
that word of mouth and deed will get the job done. Have a Great Day and Be Blessed Always.
