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Understanding How to Communicate Your Value to Customers surprising as it may be, small business often suffer from poor communication skills. The real crux of the issue is that we fail to understand what customers value. Sure in part it is the product or service you provide, but it is so much more. If your view of business is a numbers game and about making the deal and moving on to the next as the traditional sales funnel shows you are missing a huge future opportunity.
Ultimately you need to give customers good service, by encompassing three key parameters: delivering on-time and in full, low non conformances and competitive pricing. However there are other elements that we fail to engage with. Namely to challenge the status quo, and by that I mean, if you do not understand deeply what your customers’ needs and expectations are we will fail to capitalise on those key parameters.
It is much easier to sell to existing customers rather than new customers. To really understand your customers you must be extremely attentive, not so much as you might be seen as a stalker, but when you contact them you must be seen as the go to business to relieve their pain. Securing customer loyalty has huge benefits for your organisation. Word of Mouth recommendations are by far the easiest way to bring new business and by giving a good service to these new companies, will be fed-back to the originator and will re-enforce word of mouth recommendations and lead to even further promotion.
An adoption of putting yourself in the customers shoes as it were, gives you the opportunity to view your business in their eyes and can highlight potential drawbacks in how your business is perceived. Use every opportunity at each contact point to communicate your value. From the first telephone call, email, meeting, order progressing, delivery and follow up should be focussing creating positive experience for your customers.
Depending on your business model and indeed business sector, collecting customer data on behaviour can be an important way to feed information into your overall communications strategy. Data is normally stored in a customer relationship management (CRM) system such as ACT, Goldmine, Salesforce, Microsoft Dynamics, ZOHO or Sugar CRM. There are many more out there but you can use and most are affordable for small businesses. You could even use something like Excel to manage your customer data. Ensure that you comply with your Data Protection Act
Feedback on asking your customers what they think of the service or product they have just received by using something like Survey Monkey to help identify what your doing right and what you are doing wrong. Make the survey short and if it is repeat business, then I would only do the survey once a year so as not to overwhelm them with questionnaires which innocently could actually have a negative effect.
In this episode I have given you some ideas on communicating your value to customers, by no means is this the only way but it will help you get started. If you would like to discuss in further detail, drop me an email hello at tea break marketing dot com for a free 15 minute consultation on how you can communicate your value.
Contributing Source: Marketing DonutMentions in this Podcast:
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