2. You work hard – and spend a lot of your resources – trying to attract new customers. Whether you target consumers or businesses, this eBook is designed to help you attract and retain more profitable customers.
3. Ask. Listen. Learn. Most businesses focus on generating leads and turning those leads into sales. Few businesses make the time to ask questions that can help identify ways to improve conversion rates, retention rates, referrals… This eBook is created for those of you that want to improve sales and marketing performance and that understand that a uniquely valuable customer experience can turn opportunity into a profitable reality.
4. 1 Interview Long-term Customers Do you consider us your primary, secondary or tertiary source for the products/services you buy? How did you become aware of us? What motivated you to buy from us the first time? How have your needs changed since you first began doing business with us? Do we consistently meet or exceed your expectations? What do we do well? What do we need to improve? What do we need to do that we currently don’t do at all? Who do you see as our competitors? Why? Would you recommend others to buy from us? Why/Why not? They keep coming back. They love you. Why? And can they refer others?
5. 2 Interview New Customers How did you become aware of us? Before buying from us, who did you turn to in order to fill your needs? What motivated you to look for a new supplier? What is our unique value to you? What do we do well? What do we need to improve? What don’t we do at all but need to offer? Who do you view as our competitors? When compared with us, what do you see as their strengths and weaknesses? What do we need to do in order to strengthen our relationship so we become your primary source? They used to buy elsewhere. They just bought from you. Why? And bring them back again?
6. 3 Interview former customers Interview Former Customers Who did you buy from prior to buying from us? What motivated you to buy from us for the first time? Were we your primary, secondary or tertiary source? Why? What did we do well? What could we have done better? What didn’t we do that you wish we had done? Why did you take your business elsewhere? Is your new supplier meeting or exceeding your expectations? Is there anything we could do to win-back your business? They liked you. Then they didn’t. Why? And can you win them back?
7. 4 Interview prospective customers Who have you been buying from? What do you feel they do well? What do you feel they could improve? What do you wish they did? Why are you considering us as a supplier? What is your perception of our business and products? What are your expectations? To date, have we met or exceeded your expectations? Ask for specifics. What could I do right now to motivate you to buy from us? You have what they want. They haven’t bought from you. Why? And what do you need to do?
8. 5 Be Your Own Customer Call and see how your team handles your inquiry. How long does it take to get literature and product information? Are your calls returned promptly? Are you told accurate information? Does that information answer your questions – or is it missing the mark and need to be modified? Call the wrong department and see if they can quickly get you to the right person to answer your questions. Buy something and see how long it takes to arrive – then try to return it. Walk a mile in their shoes… Experience your experience. See if your vision is alive. Learn what needs to improve.
9. Talk is cheap. But when properly combined with listening and followed up with appropriate actions, it can deliver incredible rewards.
10. Please share this document with anyone you feel might benefit from its contents. If you have any questions or comments, please contact Pat McGraw at 410-977-7355 or pat@mcgrawmarketing.com. For new white papers, presentations and special offers, visit www.mcgrawmarketing.com
