With the ever increasing amount of messages that each individual customer is exposed to, buyers’ expectations are rising and it is becoming harder to earn audience trust. Without trust there is little chance of building long term profitable business relationships. That is why being customer focused should not only be at the heart of your marketing but also at the basis of everything that you do.
This next sentence may shock people; in fact it might even offend some business owners!
Nobody cares what you think about your product, your service or your business because to all intents and purposes that is a canned and measured response.
What people want to know about your company is the stories people tell about it!
The sooner you accept that what other people say is far more important to the success of your business than what you have to say, the better for your business and the easier it will be on your finances.
If the word surrounding your business is positive, then great! Capitalise on that buzz and attract as many targeted people as you can to witness that buzz for themselves so they too can become interested in what you do, how you do it, how they can become a part of it and share it with those that they know.
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Take a step back, listen to what people are saying, assess where the problem is and put things right. Then ask people again to judge you on how you are doing? When the feedback comes back positive then you can look at growing once again.
People need to be see for their own eyes what others are saying about your business before making a commitment to become a business partner. To help people make up their mind you should think about the following steps that can improve the return on your marketing investment:
Know your customer – The more you know about your customer, the easier it will become to provide that personalised message. If you have an image of what your customer looks like, what books they read, what makes them happy, where they live, or what industry they work in, then attracting that prospect to become a lead or a customer will be far easier and over time will cost less as conversions will be higher.
Consistency – When a prospect is considering joining your business there is no doubt that your sales and support staff will be there to allow that person to feel a part of how your business runs. If this changes, i.e. the point of contact is no longer available, support staff are currently always engaged or not available at all, then your client is soon going to be disgruntled.
Be consistent with your offering to the client and manage expectations from the outset as to what the client can and should expect from your business and stick to it.
Communicate – Don’t just talk to the customer, make the relationship a two way street. Many people don’t like the idea of giving power to the customer. The truth of the matter is that the internet has given the power to the customer anyway, so deal with it by giving them great things to say about you, and often.
Businesses are now more transparent than ever, honesty and openness is expected so embrace it and allow your business to thrive on it.
Always be listening – Review sites have given the consumer many more options to get their opinions heard. It is no longer in the power of the business to send out a periodic questionnaire as a customer can now go on Yelp, Google+, Qype, Touch Local, Twitter or Facebook and express an opinion. This can happen 24/7/365 and the results mean that anyone searching for information about your business will see consumer generated content, comments, opinions and real life experiences of working with you and your business.
Have a system in place where you can constantly monitor what is being said about your business and your online reputation, and be prepared to deal with negative criticism when they arrive.
You cannot please everybody, but how you resolve the situation with those that are unhappy when the eyes and ears of the world are on you can impact how prospective clients view your business both in a positive and negative light.
Act Decisively – In the past if you had a problem with a product or service you would go to the customer service desk, ask for the manager or perhaps fill out a customer complaint form to get an apology and a promise from the manager that the issue would be investigated and resolved. What would happen after that is anybody’s guess!
Now it is a completely different kettle of fish. The public nature of the social web means that when somebody has something negative to say about your company you need to act decisively as in the digital world things can quickly escalate.
By embracing the voice of your customers in the digital world your business will be available and responsive to your ideal client’s needs which are essential to building great customer relationships.
If you don’t treat your customers with the trust, respect and care they deserve and bought into when signing up with your business, there is a string of eager and dedicated competitors that will be more than happy to take those clients from you.