This post is part of the 📖 Never Lose a Customer Again series.
Today, I am still reading Phase 1: Assess chapter from the book Never Lose a Customer Again: Turn Any Sale into Lifelong Loyalty in 100 Days written by Author, Joey Coleman.
Across all industries, somewhere between 20%-70% of newly acquired customers will stop doing business with a company with the first 100 days of being a new customer because they feel neglected in the early stages of customer onboarding.
In Never Lose a Customer Again, Coleman offers a philosophy and methodology for dramatically increasing customer retention and as a result, the bottom line. He identifies eight distinct emotional phases customers go through in the 100 days following a purchase
Phase 1: Assess
MARKETING AND SALES OFTEN FAIL TO CONSIDER THE ASSESS PHASE EXPERIENCE
Traditionally, the marketing department has seen its job as being twofold:
- convince the customer there is a problem, and
- present the company or product as the solution to that problem.
The sales department then takes those aspirational goals and aligns them with the product or service in an effort to persuade customers to invest their time and money to make a purchase.
Yet there is rarely, if ever, a meaningful discussion about what kind of experience the customer can expect after the sale.
THE SALESPERSON ISN’T THE PROBLEM—IT’S THE STRUCTURE
In most organizations, the person responsible for getting the sale is not the person responsible for delivering on the experience afterwards.
The salesperson has no reason to build a long-term relationship with the prospect.
Once the goal (making the sale) is achieved, they pass the relationship to someone else.
The salesperson usually doesn’t care about whether the handoff goes smoothly.
The problem with this mentality is that the prospect believes that the information they share with the salesperson— problems, needs, expectations, requirements—will be seamlessly transferred to the account manager (or some similarly titled individual) after the sale is completed.
This is rarely the case.
PREFRAME YOUR PROSPECT
To avoid disappointment after the sale, the salesperson should “preframe” the customer experience—in other words: explain and demonstrate the look and feel of the experience after the sale, as well as set expectations for future interactions.
Do the homework. Investigate your prospective customers to discover ways to please and surprise them very early in the relationship. If you can find one or two key personal details, you can grab and hold the customer’s attention.
If your product or service isn’t the right fit, make sure to let the prospect know. This level of honesty is rare and always results in the customer coming back when they need help in the future—because you’ve built trust, even though it came at the expense of getting a sale at the moment.
- Share your customer experience philosophy and detail the mechanisms you have in place to make sure you deliver a consistent, remarkable experience throughout the customer journey.
Treat your prospects as if they are already a customer. Unexpected presents, extra little touches, and thoughtful gestures during the Assess phase offer an emotional preview of the experience to come.
Explain and demonstrate the look and feel of the experience after the sale, as well as set expectations for future interactions.
Buy or not buy?
This book Never Lose a Customer Again is an excellent read. Do not hesitate to pick this. Pick the physical book, so you take notes and highlight the bits you want to reference later.
Listen, I don’t care whether you buy the book using one of the links on the page or not but just buy. You will be glad for my recommendation.
Do you know you can listen to this book on Amazon Audible for FREE?
If you are not into reading like me, then you can listen to this book for FREE on Amazon AudibleDon't Read. Just 🎧
Part 10 of 16 in the 📖 Never Lose a Customer Again book series.