April 6, 2014
Addiction isn’t a casual interest or a take-it-or-leave it attitude.
When customers are addicted to a particular organization they are “all in”. They have a habit of dealing with the organization through thick and thin. It is that tough to kick. It’s like looking both ways before crossing the street. They just do it without consciously thinking about doing business with someone else.
Every organization covets the customer who will habitually buy from them.
The issue is, they aren’t just out there to be taken. There isn’t a tribe of addicts for the taking.
They have to be created.
And the problem today is that most organizations are so driven to make the sale, they don’t focus on doing what is necessary to turn the casual buyer into the raving fan with the habit.
Here are 5 things you can do to help your customers develop the habit for you:
1. Don’t focus on the sale. If you do things right you will not only make the immediate transaction, you will earn a revenue annuity stream for a long time to come. This is all about changing the culture of the organization away from short term gratification to building the capability to earn in the long term. As long as quarterly earnings drive behaviour, the need to create addicts will take the back seat.
2. Recruit relationship-building sales people. Look for demonstrated accomplishments of this competency. If you don’t have frontline folks leaning the right way, habits will not be formed.
3. Look at your front end systems. Is it easy for a customer to enter your realm and get what they want? Is your web site easy to navigate? Can they reach a human being if they need to? Do you force people through an IVR with a dozen questions to answer? SIMPLIFY your processes. Make them human friendly. People don’t give a damn about your internal issues!
4. Have a strategy when you screw a customer over (and you will). Recovering from a service OOPS! has amazing implications when it comes to creating addictive behaviour from your customers. Fix it + SURPRISE ‘em is the formula that will turn a postal customer into an addict. If you do it right they will forget that you screwed them over in the first place.
5. Declare a policy: we don’t care about our competitors! We care about our customers and believe that if we do a great job at serving them, we won’t have to worry about the hordes at our door. The fact is, when you are worrying about what “the bad guys” are up to, you are nor concentrating on the experiences you have to create for your customers to turn them into addicts.
Other articles you might like…
March 31, 2014
Why is it that certain people are more successful than others?
Is it because they are more intelligent? More academic degrees?
It’s because the winners have a “with a twist”‘attitude.
They approach things differently than others.
They see what someone else is doing and asks themselves “what twist could I add to make it stand-put, to make it uniquely me?”
How someone else approaches a problem or challenge is viewed as the bar they seek to vault over.
They don’t conform to the expectations of others. They look for a SURPRISE opportunity to demonstrate that their DNA to go beyond what is expected.
The “what the hell are they doing?” response to their actions is an indicator of success.
Add your twist.
Business in Vancouver #marketing
Product floggers need to appeal to customer’s hearts
5 Fan Friendly Rules for Marketers
The Deadliest Sin in Business
March 24, 2014
“The Best” describes someone who conforms to expectations more closely than the rest of their herd. Spells more accurately; answers history questions more correctly; obtains the highest mark in the math exam.
“The Best” does a masterful job of performing their task according to the rules of the day. They colour inside the lines perfectly.
There are certain professions where conformance to “standard operating procedure” is vital: landing airplanes and performing heart surgery come to mind as functions that require “in the box” thinking and performance (until something goes wrong at least).
In business, however, conformance is NOT what drives success. It drives mediocrity and sameness in the herd.
Organizations who consistently succeed are brilliant at inventing a new box to play in.
They create NEW lines to draw in.
They are masters at non-conformity and contrarianism. They focus on breaking away from the herd.
Don’t press yourself or others to be “The Best”.
Honour weird, odd, quirky, strange, “out there”, ridiculous and unusual.
They will get you to where you need to go.
March 17, 2014
Too much attention is being placed on making the sale. And it is being reinforced by reward and compensation programs that hail the Salesperson of the year as a hero if they post the most sales.
This is at best a short term view.
Rather than being focused on immediate revenue generation, the emphasis should be placed on keeping the customer and trusting that if you do the right things and deepen the relationship revenue will flow.
Ironically, one of the most effective ways to keep a customer is to LOSE a sale (if you respond correctly that is).
Sales Recovery = What you do in the 24 hours after the loss to SURPRISE them.
Sure, they will be disappointed you couldn’t satisfy their immediate requirements but they will be MORE impressed by what you do to “atone for your sins”.
Here are 4 Sales Recovery SURPRISE tactics to employ when your customer chooses someone else over you:
1. Don’t whine and snivel over your loss!
2. Apologize for failing them.
3. Help them go somewhere else to get their needs satisfied. Call another supplier on their behalf to get the ball rolling. Be their problem solver. Commit to finding the right solution for them.
4. Follow up to ensure their needs got met. Show that you care about their satisfaction and that it is more important than making the sale.
This process will earn you the right to get their future business.
And this is all the customer will remember.