Previously we discussed the
customer buying experience, that journey on which we take a prospect from the
initial meeting to the completed buying transaction. This buying experience
must be enjoyable for the customer. If it is not pleasant, the customer will go
elsewhere for their next purchase. In addition, they will tell others how
unhappy they are with the business process that we required for them to
purchase from us.
What can a business person do to
make the customer enjoy the buying experience? What can we do to make that
journey pleasant so that they will want to do it again? What can we do to get
them to tell everyone that they know about us and our great service? Happy
customers bring us more and more prospects for our businesses.
Did we have a simple “menu” of
choices of products, or is it confusing? How do we feel when we walk into a
restaurant with a “book” that contains page after page of entrees from which to
choose? Is it a pleasant buying experience, or is it a test of our endurance?
Do we get confused and give up, buying anything to end the work?
We must let the prospect know that
we appreciate a new inquiry about our business. We must make the prospect
comfortable with the fact that we are honored that they picked us to engage for
the solutions to their needs. They must know that we consider their inquiries
as a reward for our great customer service to previous customers.
How do we move prospects from
being “tire kickers” to serious prospects who are actually looking at how our
offerings can benefit their business? We must apply the principles of great customer
service before the prospect becomes a customer. We must be available for inquiries;
we must be responsive to requests for information, maybe even before the
inquiry is made. We must be proactive.
There are simple actions that we
can take. Answer the phone call requesting information or return the voicemail,
or email, inquiry, promptly and clearly. Be available to meet with prospects,
answering all questions placed on the table. Clarify all marketing information
so that a prospect understands what we offer and how much it really costs. Make
it simple and clear with no surprises later.
Keep in touch and follow-up with
prospects; do not allow anyone to believe that they are ignored. If we ignore a
prospect or an inquiry during the prospect phase, we look like we will do the
same after the prospect becomes a customer. The majority of lost customers leave
you through their belief that they were taken for granted or ignored.
We all need to take a hard look at
our customer buying experience and see if we need to streamline or clarify it.
Make it easy and simple for someone to do business with us, and we will have
customers who bring us other prospects for the great experience. Don’t make our
customers believe that they have survived an endurance test and won the right
to buy from us.
What can we do to improve our customer buying experience?
How can we discover what works well and what doesn’t work at all? Our current
customers would tell us if we ask them. Agree or disagree; please can leave your
comments here, or email me at Jim@SOC4Now.com, or call me at 360-314-8691. Our
networking partners should be able to assist us in improving our customer
buying experience. Just ask for their help.
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