Hard selling can be difficult and yucky. Persuading someone to buy something they don’t need is just icky – whichever way I look at it. When Dr Flint McGlaughlin, an American academic and business leader used the phrase ‘clarity trumps persuasion’ it certainly resonated with me.
Thank you, danke, gracias - however you say it, say it often.
As a marketer I am often asked to assist clients find new customers. Which of course, I just love, but sometimes a client doesn't need any new customers, they just need to look after the ones they have.
Today I would like to issue a challenge.
I would like you to enter your place of business in the same manner a customer would. I would like you to do this once a month!
In today’s highly competitive world a customer can find anything with just a few keystrokes and a click of a button. In business it only makes sense to make it EASY for your customers to do business with you.
If you can imagine each client relationship is like a bank account. The currency is love and the bank account balance will reflect the overall relationship health.
The transactions between you and your client will dictate your love account balance. For example, if you deliver on time, love goes in. This is a deposit, just like when you deposit some money at the real bank. If you deliver late, love goes out - just like an ATM withdrawal. If you give exceptional service, love goes in (another deposit). If you don't call a client back, love goes out (another withdrawal).
You can spend heaps of money on a fantastic marketing campaign with a professionally produced television ad, matching radio ads, great print ads and a digital campaign to compliment your efforts, only to have it all fall over when you have a potential new client walk into your store and experience poor customer service.