The More You Know
Think about the things you enjoy doing: Sports, photography, music, etc. You like doing these things because you have some knowledge of them and, in most cases, when it is something you truly enjoy, you want to learn more.
Learning often exposes you to new technology, better equipment, greater resources and people with similar interests. It is a lot like the NBC Public Service Announcements of the 1980s: “The More You Know.” The best part about it is that the cycle repeats itself – the more you learn, the more you want to learn.
A great example is my friend Eric. He has a passion for photography. It takes him to new places and exposes him to novel experiences. Fresh subjects motivate him to learn about the environments he will work in and, sometimes, to purchase new equipment.
When Eric has the opportunity to talk with other photographers, he learns of new gadgets that he needs to add to his collection. He even enlightens non-photographers with cool technology like his new 430EX II. I didn’t even know such a device existed and, considering my main camera is my iPhone, I probably didn’t need to know. But his excitement over this component was contagious.
You can witness the same effect by looking at customers and resellers who attend your training sessions or conferences. They get excited about the functionalities your products provide. They want to do more. They want to know more. They see opportunities outside of the department in which they originally implemented their solution. When they come to class, they talk to others who are in similar positions and learn.
This kind of networking and learning expands everyone’s horizons.
For example, the customers who come to Hyland’s training sessions are the same customers who subscribe to Quick Looks, our training site that provides them with weekly mini-courses that enable ongoing learning. They also attend our conferences, allowing them to network with other professionals and stay current with the latest enhancements. This encourages customers to keep an open line of communication and collaborate on strategies to optimize processes across their organizations.
Simply put, every interaction a customer has with you – or with your other customers – is an opportunity for them to learn something new. And the more they know, the more they want to know.