Why You Should Think Less About Sales and More About the Customer Experience
By Dan Newman, President of Broadsuite, entrepreneur.com
As the actor Alec Baldwin's real estate salesman advised in that classic scene from Glengarry Glen Ross: “Always be closing.” "ABC" is now a popular saying in sales circles, and sales representatives who can bring in new business are prized by their organizations. After all, revenue is required to stay in business.
Today, however,
the all-consuming goal of the close may not be as on point as it was a decade ago. Today, the customer experience is more important than ever, and businesses that fail to think about the entire process may miss out on initial or repeat sales.
It costs more to bring on a new customer than to keep one you already have, making that recommended focus on customer experience an effective strategy on many fronts.
Not only will companies keep down the costs associated with acquisition, they'll save on marketing. When organic “brand ambassadors” start talking about the brand experience online, all a company need do is continue to provide that same level of excellent customer experience to any prospect or existing customer who subsequently materializes.
Shifting the focus more to the customer experience doesn’t eradicate the sales function, but it does change a sales representative’s priorities. Instead of working hard to earn a sale, representatives may be able to merely answer questions and provide consumers with a knowledgeable, friendly experience.
The product and the overall experience are the deciding factors in the consumer’s decision, and chances are good that he or she has already made a choice by the time of that phone call or chat with a sales rep. By focusing on the customer experience, your company can make sure that that choice is to purchase.
As the actor Alec Baldwin's real estate salesman advised in that classic scene from Glengarry Glen Ross: “Always be closing.” "ABC" is now a popular saying in sales circles, and sales representatives who can bring in new business are prized by their organizations. After all, revenue is required to stay in business.
Today, however,
the all-consuming goal of the close may not be as on point as it was a decade ago. Today, the customer experience is more important than ever, and businesses that fail to think about the entire process may miss out on initial or repeat sales.
What’s so special about the customer experience?
Consumers
today can get the item or service they’re looking for from just about
anywhere -- a local boutique, a big box store or an online giant. And
with online, that purchase can be made from halfway across the country
or across the world. Given the resulting increase in competition, more
companies are looking for alternative ways to distinguish their brands.
Focusing on customer experience is one way to do that.
When
people make purchases today, they want that purchase to make them feel a
certain way. They'll choose one grocery store over the other because
the people there are "always so kind." They'll go to this fast food
restaurant instead of that one because the counter people don’t look
miserable in their jobs.
It’s not the product that influences
these individuals’ decisions; the product may be roughly the same
whatever the label. Instead, it’s the experience that makes the
difference. Consumers may want to purchase a product, but they want to
do it in an atmosphere, online or in-store, that makes them feel
something positive.
And that's something that's relatively new:
There was a time, after all, when experience was a luxury. People went
to high-end boutiques -- and dropped a lot of cash -- because they were
paying a premium for both the product and the boutiques' exceptional,
rarified service. Today, people expect that same rarified service from
every purchasing experience, whether the product is the latest fashion
attire -- or life insurance.
Word-of-mouth marketing is still the most valuable tool.
In today’s world, business doesn’t necessarily come from a pitch or advertisement. In fact, word of mouth marketing is still considered the best,
most valuable marketing tool that a company can use. That makes sense.
Whom are you more likely to trust when it comes to buying a new coffee
maker or razor: the salesperson who earns a commission? Or your best
friend who has been using the product and raving about it on social
media? Almost half of the millennial segment -- and one in three
consumers overall -- say they are influenced by social media and use it to make purchasing decisions.
Companies
that ignore these statistics, and still rely on the same tired old
sales tactics, are not seeing the same results as before. Isn’t that the
definition of insanity? Repeating the same process over and over again
and expecting different results?
The only word-of-mouth strategy you need starts with a good customer experience.
Any
company that focuses on providing the best experience to each potential
customer and existing customer has an opportunity to earn free
marketing. Contented customers, and sometimes even contented prospects,
can and will share their experiences with their communities. In our
digital world, with our uber-savvy digital consumers, all a company
needs to earn the curiosity of 100 or more friends and followers is one
heartfelt post on social media.It costs more to bring on a new customer than to keep one you already have, making that recommended focus on customer experience an effective strategy on many fronts.
Not only will companies keep down the costs associated with acquisition, they'll save on marketing. When organic “brand ambassadors” start talking about the brand experience online, all a company need do is continue to provide that same level of excellent customer experience to any prospect or existing customer who subsequently materializes.
Shifting the focus more to the customer experience doesn’t eradicate the sales function, but it does change a sales representative’s priorities. Instead of working hard to earn a sale, representatives may be able to merely answer questions and provide consumers with a knowledgeable, friendly experience.
The product and the overall experience are the deciding factors in the consumer’s decision, and chances are good that he or she has already made a choice by the time of that phone call or chat with a sales rep. By focusing on the customer experience, your company can make sure that that choice is to purchase.
Commentaires
Enregistrer un commentaire