Want to improve the performance of your company? Give your consumers a reason to develop an emotional attachment to your firm.
The core of strong customer relationships is the customer experience—what it's like for customers to do business with you.
A compelling pitch, pursuing clients, addressing objections, defending your product, and sealing the sale are all well-known characteristics of great salespeople. However, as connections and relationships become more strong, this method is becoming increasingly out of date.
It is now the standard to cultivate strong professional and personal ties with your clientele. This may be a time-consuming procedure for some, but the rewards are clear.
So, how can you go the extra mile in sales and marketing?
To get you started, here are six sales and marketing tips from a professional marketer, Brandi Koffler.
1. Recognize what your consumers value.
Always listen to what your consumers say and how they say it—and then change your strategy to meet their expectations.
Some consumers may want you to engage in a high level of personal interaction with them. Others may not want to draw too much attention; they may simply want to call you, place an order, and get on with their lives. Some people may be price-conscious, while others may desire everything. Continue to listen to the best of your ability!
2. Demonstrate real concern
People, in general, seek to interact on levels other than professional. That is why being pleasant and personable pays dividends. Discover what you have in common with clients and engage in conversation about it; follow up on critical facts; inquire about their children or wish them a happy birthday on the day.
Some individuals automatically remember such things, but if you don't, simply write them down in your contact list. The trick is to always be genuine. According to Brandi Koffler, “customers can tell when you aren’t being genuine.".
3. Adjust to their speed
If a consumer calls and is simply in a hurry, don't waste their time with small conversations. However, if a consumer calls and wishes to speak with you, do not rush them off the phone.
4. Make your brand your guide.
With proper branding, a professional sales and marketing expert can create a promise about the consumer experience and your business as a whole, and you must keep that promise.
If you say you're always available to consumers, yet they can't get beyond your voicemail when they call, as a sales and marketing professional, you've broken your promise.
The promises you must keep are inextricably linked to your company's unique value proposition. Consider a membership-based wholesale merchant vs. a boutique, high-end technology store.
While the client experience could not be more dissimilar—a massive warehouse vs. personal, focused service—both give precisely what their consumers want.
Ensure that all of your customer-facing personnel are on the same page. "Even if they have experience from somewhere else, they can't approach their job the same way," according to Brandi Koffler.
5. Demonstrate the desired behavior
The way you treat your staff demonstrates how they should treat your customers. If you're always looking for ways to save money, your staff may believe they shouldn't be delivering discounts or adding value in other ways, which may go a long way toward exceeding client expectations.
6. Keep in mind that partnerships need time to develop.
While going above and beyond is vital, Brandi Koffler believes that "you don't need to hit a home run with every conversation.
She mentions how some businesses utilize customer relationship management (CRM) software to assist them in managing their connections over time. While they might be beneficial, particularly in bigger organizations with formal customer relationship programs, they are not required to provide excellent customer experiences.
"The most important thing is to be conscious of the experience you're delivering and to do it consistently," Brandi Koffler says.
Brandi Koffler is a sales and marketing professional with over 15 years of experience in the marketing and sales industries. She has a strong background in marketing management, sales, and digital strategy, and she has successfully led and executed multiple projects that have increased the company's revenue, market share, and customer satisfaction.
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