Sales
"We put together everything to make it easy to sell our products. We know it’s not rocket science but we do have great products that work like we say they do. Plus we can provide you with instant sales and a great gross profit!"
Turning CUSTOMERS into ADVOCATES
Every business needs advocates. You, and every other employee worth their salt, want to do everything in your power to build a growing number of loyal customers. You want to take prospects, which have never tried your product or service before and turn them into advocates. Advocates are customers who are aggressively loyal. They will not only withstand temptations to defect, they will actively sing your praises. These advocates are your largest unpaid sales force. These advocates, more than marketing, more than promotions, even more than price, are your fuel for sustained growth. These advocates will help you build your own herd of customers and future market security.
So how do you create y our own herd of advocates?
Each of your customers is unique. Customers demand a different kind of relationship from their doctor than they do from their windshield technician. They expect a more intimate bond with their accountant than they do with their local grocery store (except the butcher). When it comes to financial services they first and foremost need a high level of trust.
Four customer expectations remain consistent across various types of businesses and types of people. These four expectations are hierarchical. This means that the lower-level expectations must be met before the customer is ready to pay attention to the levels higher up. These four expectations show us what we must do to turn customers into advocates.
Level 1: At the lowest level, customers expect accuracy. They expect that what you tell them is accurate. They expect that all of the information you give them is correct and on time.
Question: What information can you give a customer that will prove your accuracy?
Level 2: The next level is availability. They expect your service to be available when it is convenient for them.
Question: What information can we give a customer that will prove that we are flexible and available?
Level 3: At this level customers expect partnership. They want you to listen to them, be responsive to them, to make them feel they are on the same side of the fence as you. You need to look at the world through their eyes. “We understand what you are going through.”
Question: What are the things that every person can do to make a customer feel that you understand and support them?
Level 4: The most advanced level of customer expectation is advice. Customers feel the closest bond to companies and people that have helped them learn.
Question: What are the topics that your customers should be or are interested in during these times.