Jan
24
Posted by: Tanya
in Blog 
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.
From that point, if you do your job correctly, they start to Trust you. Being helpful and providing resources is key to building trust with clients and prospects. Some businesses shy away from providing resources like special reports or tip sheets because they feel like they’re giving too much away and potentially talking a client out of a sale, but Kelly points out that while people want to feel empowered to do things themselves, at the end of the day, they want the comfort of an expert. We’re an information society that craves knowledge, so feed people what they crave. The more resources you provide, the more you become the go-to person in your industry.
And when you’re the go-to person in your industry, people can’t help but want to Try you out. Unfortunately, “People don’t do a great job in the ‘Try’ section of building the experience,” says Kelly, but you have to give people an opportunity to sample the goods if you want them to buy from you. Think about it like this: the last time you went to the grocery store, would you have bought that fancy cheese you knew nothing about or that new brand of frozen appetizers if you hadn’t been able to sample it? Probably not. So, think about low- or no-risk opportunities – like white papers, workshops or audits – where people can try you out.
At this point, you’re so close to the sale that you can probably taste it, but hold that thought for now and mull over the food for thought I’ve laid out above. In my next post, we’ll get to the Buy part of the sales cycle and the often-overlooked, but crucial phases that happen after the sale. You won’t want to miss it!
While you’re waiting, though, tell me some of the things you’ve done to successfully earn the trust of your clients and get them to give you a shot. Were there strategies and tactics that worked better than others?
And if you’d like to talk to Kelly directly, you can contact her at 949-633-6341 or kelly@whandassociates.com.
Creating the Ultimate Client Experience in 2012: The Seven Stages of Client Engagement, Part 1
Posted by: Tanya
in Blog
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.
From that point, if you do your job correctly, they start to Trust you. Being helpful and providing resources is key to building trust with clients and prospects. Some businesses shy away from providing resources like special reports or tip sheets because they feel like they’re giving too much away and potentially talking a client out of a sale, but Kelly points out that while people want to feel empowered to do things themselves, at the end of the day, they want the comfort of an expert. We’re an information society that craves knowledge, so feed people what they crave. The more resources you provide, the more you become the go-to person in your industry.And when you’re the go-to person in your industry, people can’t help but want to Try you out. Unfortunately, “People don’t do a great job in the ‘Try’ section of building the experience,” says Kelly, but you have to give people an opportunity to sample the goods if you want them to buy from you. Think about it like this: the last time you went to the grocery store, would you have bought that fancy cheese you knew nothing about or that new brand of frozen appetizers if you hadn’t been able to sample it? Probably not. So, think about low- or no-risk opportunities – like white papers, workshops or audits – where people can try you out.
At this point, you’re so close to the sale that you can probably taste it, but hold that thought for now and mull over the food for thought I’ve laid out above. In my next post, we’ll get to the Buy part of the sales cycle and the often-overlooked, but crucial phases that happen after the sale. You won’t want to miss it!
While you’re waiting, though, tell me some of the things you’ve done to successfully earn the trust of your clients and get them to give you a shot. Were there strategies and tactics that worked better than others?
And if you’d like to talk to Kelly directly, you can contact her at 949-633-6341 or kelly@whandassociates.com.
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