Jan
31
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Creating the Ultimate Client Experience in 2012: The Seven Stages of Client Engagement, Part 2
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Here we are in the last post of my blog series on creating the ultimate client experience in 2012, and I think you’re going to find it especially enlightening and helpful for building your business. Before reading on, if you happened to miss the other posts and you’d like to get caught up on my exploration with marketing strategist Kelly Weppler Hernandez of Weppler, Hernandez & Associates of the Marketing Hourglass™ and the seven stages of the buying cycle, just click here and here.
Now that we’ve talked about the first four stages of the sales cycle, we’re ready to take a look at the last three.
- Know
- Like
- Trust
- Try
- Buy
- Repeat
- Refer
Congratulations! You’ve moved someone into the Buy phase of the sales cycle; a prospect has become a client. To continue to build on that ultimate client experience when they first come on board, Kelly recommends wowing new clients with a new client kit that sets the expectations of what’s going to happen in this new-found relationship of yours. Convey to them:
- What they need to deliver to you
- What and when you’re going to deliver to them
- When payments are due
- A list of any alternate contacts within your company
Most importantly, make them feel wanted and valuable and thank them for coming on board and entering your world.
Once a client buys from you, you want them to Repeat that purchase. But, we’ve all been in that dreaded situation where you do a project for someone or sell them something and then they just go away. You end up feeling like someone who went on an amazing first date and never hears from that potential suitor ever again. “What went wrong?” you ask. Kelly explains that you have to look for opportunities to up-sell or cross-sell your clients while they’re still engaged. Don’t wait until the project is over to let your clients know that this could be the beginning of a beautiful friendship.
Jan
24
Posted by: Tanya
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The next step in creating the ultimate client experience is identifying opportunities to shine and do something out of the ordinary in every stage of the buying cycle:
The Know phase is when people first discover you; they hear about you from someone else (more on that a little later), they read an article that you wrote or they see your big glossy advertisement in a trade publication. Since you never really know when or through what channel people will have their first glimpse of you, always put your best foot forward in these efforts. Kelly advises that you, “Be interesting, different, dynamic and unexpected,” so people more than just check you out – they start to Like you.
In the Like stage of the buying cycle, the potential client is starting to warm up to you. They’re checking out your website, they’re attending your open house or holiday reception, they’re subscribing to your monthly newsletter, and they’re generally just opening themselves up to hearing your messages and recognizing the potential in what you have to say.
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Creating the Ultimate Client Experience in 2012: The Seven Stages of Client Engagement, Part 1
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So, have you traded in your funnel for an hourglass yet? In my last blog post, I shared some insights from a recent conversation I had with marketing strategist Kelly Weppler Hernandez of Weppler, Hernandez & Associates, and how ditching the tired old marketing funnel for the forward-thinking Marketing Hourglass™ is the first step in creating an experience for your clients instead of just selling to them.
The next step in creating the ultimate client experience is identifying opportunities to shine and do something out of the ordinary in every stage of the buying cycle:
- Know
- Like
- Trust
- Try
- Buy
- Repeat
- Refer
The Know phase is when people first discover you; they hear about you from someone else (more on that a little later), they read an article that you wrote or they see your big glossy advertisement in a trade publication. Since you never really know when or through what channel people will have their first glimpse of you, always put your best foot forward in these efforts. Kelly advises that you, “Be interesting, different, dynamic and unexpected,” so people more than just check you out – they start to Like you.
In the Like stage of the buying cycle, the potential client is starting to warm up to you. They’re checking out your website, they’re attending your open house or holiday reception, they’re subscribing to your monthly newsletter, and they’re generally just opening themselves up to hearing your messages and recognizing the potential in what you have to say.
Jan
20
Posted by: Tanya
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Check Out Our New YouTube Channel
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We are very excited to share the news of our new YouTube channel! Please check back each week as we share ways to help business owners build up their brand game plan.
Jan
16
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Creating the Ultimate Client Experience in 2012: Ditching the Marketing Funnel
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Whether you’re an advocate of New Year’s resolutions or you don’t believe the hype, the start of a new year really is the perfect time to think about what you want to accomplish in the months ahead and what you’re going to do to make this year better than the last. In that spirit, it’s time to stop just thinking about how you’re going sell to your clients and start thinking about how you’re going to create the ultimate client experience for them in 2012 and beyond.
