ENS on Sales

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75% of Selling Occurs After 

the Advertiser Says ‘Yes’

          Last week we discussed the fact that your customers demand value for every investment they make.  And we explained the value equation and how important it is that you manage both the customer’s expectation and the customer’s experience.

.Value = Customer Expectation  +  or   –   Customer Experience

          Make no mistake about it, value is never received, only perceived and you can manage that perception.

          There are so many variables in the marketing mix,  variables like weather,  competitor’s campaigns, sales staff attitudes and more, that none of your clients can say with certainty that a campaign did or did not work based solely upon your advertising.

          It is up to you to create the perception of value by establishing realistic expectations upfront, then over-delivering after the sale.  In our Guided Discovery Selling process, we have proven that 75% of selling occurs after the order is signed.  In other words, always under-promising and over delivering.

          We use two primary tools to manage the customer’s experience after the sale.  One, is our Critical Four Questions.  Once a month, review each of your accounts and ask yourself these four questions;

1.     What is the last Valid Business Contact I had with this client?

2.     When was it?

3.     What is the next Valid Business Contact I am for this account?

4.     When will I do it?

          A Valid Business Contact is defined as anything you do that benefit’s the customer or increases their sales.  If the answer to number 2 or 4 is ‘longer than 30 days’ you are not managing the customer experience.

          The other tool we use to manage the customer’s experience is our Post Campaign Analysis.  Conducting a Post Campaign Analysis places you miles ahead of weak-kneed competitors who do not have the confidence in what they deliver to ask their customers what worked and what did not.

          Of course, the other advantages of conducting a Post Campaign Analysis are;  

          a.) You learn how your client measures success

          b.) You learn how to make each campaign better than the last

          c.) You appear more professional and customer-focused

          If you don’t currently have a Post Campaign Analysis process, you can use the form on our website www.wensmedia.com or click on http://www.wensmedia.com/media/free.html

P.S. Our SoundADvice e-marketing system gives your clients and prospects a Valid Business Contact every week!  Click here to arrange a free on-line demo.