Question: What is your customer really buying? What keeps them coming back? What is going to make them refer people to you? What will decrease the importance of just price alone?
Answer: The overall buying experience your customer has when dealing with YOU.
Below are some scenarios that feature 2 different approaches. Describe the difference in terms of the experience from the point of view of the
buyer. Who would you want to buy from?
|Topic||Everyone Else||You||What’s the Difference? Benefits to You? Customer?|
|Looking to book a next meeting||After the meeting, calls and/or emails back and forth with the customer to book the meeting.||Books the next meeting right away … at the conclusion of this meeting.|
|Has a quote ready||Emails quotes to the customer offering them to call if any questions.||Books time to go through the quote together – via phone.|
|Following up a lead||Emails or leaves voicemails for the lead asking them to respond.||Sends the lead an email, picking a specific date/time for a scheduled 15-20 minute discussion.|
|Agendas||Either has no agenda or has an agenda but the customer does not know what it is.||Includes the agenda in both your initial email as well as in your email reminder.|
|Following up a Quote||Emails and calls, over and over, to chase down an update on the quote.||After presenting the quote, books a follow up meeting to review feedback and establish next steps.|
|Emailing Information||Sends an email mentioning that some information is attached.||Sends an email, listing what’ s attached and what key points to focus (even mentioning a page or paragraph).|
|Behind on a Deliverable (i.e. sending an updated quote)||Works as quickly as they can to minimize their lateness.||Emails the customer as soon as you know of your expected lateness in order to change their expectations.|
|Nurturing the Network||Calls on their network when they remember to or need sales.||Has a reoccurring task to “touch base” and stay top of mind with their network.|
|Reminders||Does not remind their customer of the pending next steps and/or meetings.||Reminds the customer (via email) before every meeting of both the meeting date/time and the agenda.|
|Recaps||Either sends no recap or a vague recap, with no firm next steps.||Sends a detailed recap of the discussion and next steps.|