Create Customer Advocates
By Mark Trinkle
Customers will become advocates if they are thrilled with the results
and dazzled by the experiences you provide for them. Evaluate your
combustion points to create more advocates.
Play The Sales Brew:
By Mark Trinkle, President & Chief Sales Officer, Anthony Cole Training Group
Hey, folks…it’s time for your weekly Sales Brew, courtesy of Anthony Cole Training Group in Cincinnati, Ohio.
Perhaps at no other time in history is it more true to say that, as a company, you are not who you say you are as much as you are who your customers say you are. Back in the pre-historic days of the late 1990’s, you could probably have had a misstep here or there with a customer and it would not kill you right away. But, that is not true in 2017 with a bad experience being just one click, one share or one post from circling the globe even before you have downed your first latte of the day.
One way of evaluating where you stand with a customer is to think of a graph where the vertical axis represents the outcomes and results…and where the horizontal axis represents the experience they get from working with you. The goal is to be high on both; that is, you want them to be thrilled with the results you provide and you want them to be dazzled with the process or the experience you take them through.
Here’s an example – think of the last time you bought a car. Chances are good that the result was what you wanted it to be in terms of model, color, options and the price you were willing to pay. But, chances are also good that the process or the experience of buying the car left much to be desired in terms of the time it took you and the pricing games that some dealerships are known to use. So, in this example, the result on the vertical axis was high, but the experience or process on the horizontal axis was low.
Your goal is to have your customers become advocates for you. The dictionary definition of an advocate is “someone who publicly supports or recommends a particular cause”. And do you know what advocates have in common? They love both the result AND the experience.
Disney is known to obsess about combustion points – which are anything the customer experiences that can ruin their visit to Disney. Do you have any combustion points in the work you deliver to your customers? That might be something worth asking about…and an advocate will certainly appreciate being asked.
Thanks for listening…now, go sell like a champion today.