I’ve thrown a lot at you and all at once. 

I moved the newsletter from one tool to another and changed the title (from Evolve to Strategic CS Labs). 

I could’ve done this little by little, but I also firmly believe in ripping the bandaid. 

So, thanks for sticking with me through these changes. 

 Now… 

Let’s get to our newsletter. 

I did a fireside chat with Latinos in Success a few days ago, where they asked me the following question: 

What skills do you believe are the most important to have as a CSM right now? 

Look, there’s no one answer. Or a right/wrong answer. But there are certainly a lot of fluffy ones like: 

• Relationship building 

• Being "strategic" 

• Adaptability 

Yeah... It’s not wrong. But what does it even mean? 

So today, I want to share with you the answer I gave in an extended way.

The Value-First Engagement + Curiosity Combo 

I’ve wanted to keep this close to my chest because it’s the foundation of what I teach my clients. But now that this newsletter is private, I’m ready to share it all with you! 

Brace yourself for something that isn’t groundbreaking; you’ll feel like you’ve known this all along.

But sometimes, it takes someone else to point out what we already have hidden in our toolbox so that we can start using it again.

Let’s start with the first thing hidden in your toolbox in this email… 

Your mindset around value. 

I had an aha moment when I moved from customer success to marketing. 

Everything I did in marketing was centered around "what was in it for them", the audience.

• The website was written for THEM, the prospect. 

• The ads were created in a way that lands with THEM, the potential buyer. 

• The customer advisory board was all about what the ADVISORS would get out of the meeting. 

That all made me think about how I behaved as a CSM and many of our CS activities. 

• I was doing check-in calls because it was part of my job. 

• I was leading the QBR because that’s when I had the chance to get the BIG stakeholders involved so I could show them our fancy product. 

• I was contacting clients to ensure they were “engaged.”

I was operating from the mindset of “what’s in it for me” instead of “what’s in it for them.” I like to call this skill “value-first engagement.”

Operating from a place of  “what’s in it for me” doesn’t mean that we’re selfish or don’t care about other people. 

No. 

This is customer success we’re talking about. We’re known for being too helpful and caring too much. 

We just haven’t been trained to see things from this perspective. It hasn’t been the focal point of our role. 

And that’s why we find ourselves having to constantly fight for our worth as a department or get questions like “What is it that you do again?”

We’re not translating what we’re about to say in a way that will resonate with them, our audience. 

For us to get people on our side, persuade clients to do something, or get our company to finally listen to us, we’ll need to start leading with value-first engagement. 

So here’s how you’re going to do it, step-by-step: 

1. Know what you want 

Before you reach out, be clear on what you need. Are you asking for something, sharing info, or trying to push a project forward? Knowing your end goal keeps you focused and makes sure you don’t waste anyone’s time.

2. Know who you’re talking to

Is this a conversation with your manager, a decision-maker, or the sales team? Different people care about different things. You’ll want to know this to tailor your approach based on who’s on the other side so your message actually lands.

3. Figure out what they care about 

What matters to them? What problems are they dealing with? Understanding what drives them helps you position your message in a way that’s relevant. If you don’t know what they care about, your ask might miss the mark.

4. Get clear on “what’s in it for them”

This is the key. Why should they care about what you’re asking or saying? How does it help them? If you can’t answer this, don’t make the ask until you can. You need to know how your request helps them hit their goals or solve a problem.

5. Frame your ask so they say, “that’s worth my time”

Once you know what they care about, shape your ask or message around that. Speak their language (if it’s a “Buyer” then it’s about revenue), align with what they need, and make it obvious why they should engage. If it’s clear there’s something in it for them, they’ll be more likely to say yes.

Keep it simple. Focus on what they need, and you’ll get better results every time.

Here’s a quick example: 

Before:

"Can we set up a call next week? I want to walk you through the new features we’ve launched."

After:

"Do you have time next week for a 15-minute call? I want to show you this new feature we just launched that I believe will help you get that conversion rate to 5% quickly. Here’s my link!” 

In the after, the focus shifts from what you want to what they gain. Clear, value-first engagement.

We’ve covered the first part of the duo. Next week, we’ll talk about curiosity (and how to do it). 

In the meantime, give this a try, and when you do, reply to me in this email. I want to hear all about it :)

See you then! 

-Diana 

CEO & Founder of Strategic CS Labs