This post is all about how to increase your sales and profits, by matching your actions to your promises.
Marketing & trust
Trust plays a BIG part in sales and marketing. That’s because we buy from people we trust. It’s also why testimonials and referrals are such powerful marketing tools. They provide a short cut to the trust building process. Even if you don’t know a service provider, the fact that a friend recommends them to you, immediately makes you massively more likely to do business with them, than with a stranger.
Marketing & consistency
There has been a lot written about the importance of building trust, yet very, very few marketing professionals ever mention one of the most important elements in the trust-building process. Consistency.
Even if a person or company has been recommended to you, you are unlikely to go ahead and use their services if they seem inconsistent, when you speak with them or check them out. For example, if Bob recommends an accountant to you, but when you call them you are left waiting for ages before an uninterested person answers the phone, you still won’t use them. That’s because there’s a lack of consistency between what you have been told and what you have experienced. This causes confusion and in marketing we know that a confused mind ALWAYS says NO!
Consistency & image
Many businesses (of all sizes), think that this consistency problem can be overcome by investing in a snazzy new logo and some well designed marketing material. Banks and phone companies are a great example of this. They will often invest a fortune (millions) on beautifully designed websites, brochures and commercials – only for you to find that when you call them, you are placed in a queue, before your call is transferred to someone who’s clearly not interested and usually reading from a script or check list!
Whilst it’s REALLY important to invest in great design, this is only part of the challenge. You also need to make sure that a prospective client’s experience of your business is consistent with that polished, professional image.
Marketing & customer service go hand in hand
Why not take a look at the overall experience a prospective client is likely to encounter, when connecting with your business? Examine every part of the process. This should include (though not exclusively), things like; how you deal with their initial email enquiry or phone call, how you handle the initial meeting and the follow-up.
How does their experience in these areas match up with your marketing promises of great customer service? Remembering all the while that GREAT customer service means that you offer significantly better customer service than your competitors! Every business I have ever studied promises great customer service, yet most provide an average service at best. They seem to do as little as they can ‘get away with’ – when they should be constantly searching for better ways to improve their customer’s experience.
This simple exercise should be expanded to include how well you look after your existing clients too – that’s if you intend keeping them! Right now, with so many businesses really struggling, your competitors are working harder than ever to persuade your clients / customers to switch to THEM.
When you decide to offer truly great customer service you; add value to your service, generate more referrals, win more new business and just as importantly, retain more of your existing clients / customers too.