“When we avoid Difficult conversations, we trade short-term discomfort for long-term dysfunction” (Peter Bromberg)
Difficult conversation—is this a natural part of the CSM’s role?
It might be challenging and not come naturally, but it is part of the CSM's job.
Here are a few examples:
📌 Saying no to a customer’s request to develop a custom-made product feature, which has little value for both vendor and customer.
📌 Communicating a delay in deliverables or commitment made to the customer.
📌 Responding to customer escalation
📌 Addressing expectations gaps created during the sales process.
📌 Asking the customer about their renewal intentions
📌 Highlighting gaps in customer’s knowledge and processes that are currently diverting them from achieving the desired results.
📌Communicating with aggressive stakeholders
📌Persuading your stakeholders while they compare your product to competitors.
Why is it a challenge?
➡️ CS professionals are focused on customer success and often perceive these discussions as “dangerous” to the engagement.
➡️ CSMs may not feel confident about their negotiation skills.
➡️ Preparations for difficult conversations require diligent preparation and focus.
➡️ CSMs need to step away from the “consultative” comfort zone and position themselves as authoritative.
How do you prepare yourself for difficult conversations?
👉🏼 When feeling uncomfortable, assess the impact of avoiding the discussion. Will it create a longer-term risk to the customer and your engagement?
👉🏼 Referencing facts and data points creates a solid ground for you to present and discuss sensitive matters. Examples: When suggesting a change in the way the customer uses the product, relate to statistics of other successful customers who followed your best practices
👉🏼You can prepare for a difficult conversation by simulating with your colleagues and asking them to act as a stakeholder you will engage.
👉🏼 Join your sales colleagues for a few calls and learn how they present the unique selling points of your product /service (USP) and how they handle objections.
👉🏼 If you need to handle escalation, come prepared with an action plan and suggested mitigation steps. It is OK to apologize while you demonstrate accountability and leadership by driving the conversation forward.
Mastering difficult discussions is a worthy challenge for CSM. It improves one's negotiation and leadership skills in unfavorable situations. It will require stepping out of one’s comfort zone, dealing with pressure, and ultimately leading to professional growth.
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