Many organizations
seem to overlook the fact that customer service
can be the point of differentiation between
a successful company and one that doesn't last
for long. After all, who would you rather buy
from: A product or service provider that acts
as though they're doing you a favor by selling
you something, or one that bends over backwards
to make the buying experience easy and enjoyable?
Although your marketing program may be geared
towards motivating the consumer to contact your
company, you're wasting your marketing dollars
if you don't also focus on the experience you
provide once the prospect has made that "first
move."
Linda Coss
949-699-2749
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Selling
the Buying Experience |
No
matter what kind of business you are in, you're
not only selling a product or service - you're
selling an experience. I'm not just referring
to the experience that the produce or service
itself will bring to the customer. You're also
selling the experience of purchasing that product
or service itself.
The question is: Are you selling a positive,
enjoyable experience, or is dealing with your
company a major turn-off for your customers
and prospects?
"Marketing" Doesn't End When
the Customer Contacts You
Although the goal of your marketing program
may be to get people to pick up the phone, visit
your website, or stop by your store, what happens
when they do so is a critical part of the sales
and marketing process. Excellent customer service
is crucial to getting and keeping customers
who are happy to do business with you.
Make it Easy
Do everything you can to make the experience
of buying from you easy and painless. Answer
your phones, return calls promptly, have a clear
and easy-to-navigate website, simplify your
ordering process, have a clean and attractive
store.
Make it Fun
You're selling an experience. What can you do
to make this experience fun and enjoyable for
your customers? I've recently read about sporting
goods stores adding climbing walls, shopping
centers hosting live musicians, and pet stores
holding regular "yappy hours." These
things really up the "fun factor."
But even service providers can make the buying
experience more enjoyable, just by projecting
a positive and fun attitude!
The bottom line is, if people don't enjoy doing
business with you, they'll take their business
elsewhere. So when evaluating your marketing
efforts, don't forget to take a close look at
the overall experience you provide for your
clients.
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| Customer
Spotlight: The Saddleback Strategy Group |
The Saddleback
Strategy Group is a trusted business advisor
for small- to medium-sized businesses in Southern
California. They help businesses succeed by
providing expert advice and practical solutions.
The end result: better sales, profitability,
management, and control of the business' future.
As a service provider Jay McDowell, the company's
President, is dedicated to providing top-notch
customer service - and teaching his clients
to do the same. To take a look at the brochure
which I wrote for The Saddleback Strategy Group,
click
here; to visit the website I wrote for them,
click
here.
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2008 Linda Marienhoff Coss |
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About Linda |
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Linda Coss is a freelance marketing writer who helps businesses become more profitable by writing persuasive, targeted and effective messages for their brochures, websites, letters, ads, fliers, press releases, newsletters and other written materials.
Whether you need something written "from scratch" or want a professional to edit what you've created, Linda is your on-call marketing writer.
For more information
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