The Customer Advocate role is well-suited for people with customer success or client services backgrounds to create impactful sales careers. Yes, a Customer Advocacy group is a sales team that involves solving important problems. However, unlike traditional sales, it does not force performance by incentivizing employees with commissions that lead to undesirable behaviors, like pushing a solution that is not a fit. Rather, compensation is structured in a way that recognizes employee skill competencies which enable salespeople to be more knowledgeable about the company’s products and services. This approach also encourages better time management and uses the latest technologies to automate the mundane aspects of the role, eliminating cold calling through inbound marketing.
Customer Advocacy is all about becoming a better resource, allowing you to be in a better position to help customers solve real business challenges. Instead of pushing solutions to meet a quota, you are listening to the customer’s challenges, identifying the root cause of their needs, and helping them understand how your company’s solution can specifically address those needs in a way that best suits them. As a Customer Advocate, you are using higher levels of knowledge to demonstrate the superiority of your company’s product or service against others rather than “persuading” someone into buying something. Instead of a transaction-based relationship, you’ll help customers with their business case, enabling them to educate their key stakeholders on the benefits of the solution and to set accurate expectations around when they will receive them.