Is the customer really in charge?

customerRobert Craven is soon to release a new version of his best-selling book “Customer is King” introduced by Sir Richard Branson. We have taken a fresh look at this book and put into practice Robert’s advice to help us and our clients.

Robert’s advice has made a big difference to our business as well as our clients’, so much so we have been blogging the results as we go.

What Robert says

The modern business’s secret, is that the customer runs the show. And the biggest secret today is that ‘the customer is in charge’. The other secret is that it’s harder to deliver good customer service than ever before, as customers are more demanding.

The reason that businesses were and still are so excited about the web is the belief that ‘the customer is in charge’ It would appear that the consumer, at a retail level or commercial level is taking charge. This is the power of the internet and its associated technologies.

Clearly, most customers do not feel ‘in charge’. You can use this to your advantage. Think how easy it can become to stand out from the rest when you really do put the customer in charge. Customers have been told that they should be in charge and yet they rarely, if ever, feel as though they are in charge. So see what happens if you put them in charge.

Applying this to Nett Sales

Nett Sales helps its clients get more customers. We work closely with our clients to create compelling campaigns using a blend of email and telephone work to ensure we pass our clients well qualified leads that they can turn into customers.

Robert’s advice has helped us to recognise that our customers like to be in charge and make their own decisions. This has prompted us to be very transparent with our messages and allow readers to click on the links that interest them.

For us the early stage of every campaign is very important. One of the steps that we have recently introduced is an outline schedule at the beginning of a campaign explaining how things are set up and will work. Once the campaign is up and running we arrange quarterly reviews and monthly telephone catch ups to meet customer expectations and keep everything on track. If you would like to learn more about how a typical schedule works, follow this link.

We have worked with each of our clients to recognise the features and the associated benefits for their products/ service which we have used in telephone follow-up calls. This has helped up pass more hot leads to our clients.

Are you looking to do something a bit different with your marketing? Want more sales and to engage more customers? Contact us on 01672 50 50 50 for a friendly chat and to discuss your requirements.

The Customer Experience – What people really buy

customerRobert Craven is soon to release a new version of his best-selling book “Customer is King” introduced by Sir Richard Branson.  We have taken a fresh look at this book and put into practice Robert’s advice to help us and our clients.

Robert’s advice has made a big difference to our business as well as our clients’, so much so we have been blogging the results as we go.

This month’s tip covers why your customers are buying from you and how to engage with them to keep them buying more.

What Robert says

Knowing what customers really buy and why they buy from your business is a fundamental step to any successful business regardless of what you’re selling. Robert Craven asks the questions “why do customers buy from you instead of from your competition?” in his best-selling book ‘Customer is King’. He shows there are 4 possible answers to his question:

  1. You know exactly what unique set of advantages you offer your clients, and you set out to capitalise on these advantages.
  2. You offer a unique set of advantages, but you’ve never really identified them yourself.
  3. You offer the client no unique set of advantages and you’re just lucky to be trading.
  4. You are about to go out of business because you are virtually giving your stuff away

Robert suggests that you must figure out the most powerful benefit or advantage that your product/ service offers so that it will be totally irrational for a potential customer to buy from someone else.

This moves us onto the next point that Robert makes about what people really buy. “The only products/ services that succeed are those that offer a benefit to consumers that is greater than the cost (to them).” If you want to sell more and get your customers coming back for more you need to sell the benefits that your product/ service offer the customer and why the need to buy it.

It is important to identify the features of your product/ service. These are the attributes and characteristics of your offering. Once you have done this you can then associate the relevant benefits that each feature will give your customer and why they want your product/ service.

Applying this to Nett Sales

Nett Sales helps its clients get more customers. We work closely with our clients to create compelling campaigns using a blend of email and telephone work to ensure we pass our clients well qualified leads that they can turn into customers.

Robert’s advice has helped us and our clients engage new and existing customers by sending them knowledgeable messages which identify a pain that customers can relate to and how the benefits of the product/service will help them get rid of their pain.

We have worked with each of our clients to recognise the features and the associated benefits for their products/ service which we have used in telephone follow-up calls. This has helped up pass more hot leads to our clients.

Are you looking to do something a bit different with your marketing? Want more sales and to engage more customers? Contact us on 01672 50 50 50 for a friendly chat and to discuss your requirements.

Why marketing sometimes fails

What Robert Says

customerThere are many different reasons why your marketing might fail.  Robert Craven has identified 2 seemingly obvious and simple reasons in his best-selling book “Customer is King”. First he suggests that by focusing on the needs of the customer above the needs of the business you will have long term loyal customers. ‘If you’re going to fall in love try not to fall in love with your product. Rather, try falling in love with your customer, because then you will do all you can in your power to keep them happy, and they’ll appreciate it in the long-run’.

Secondly he identifies that we are living in a culture where everything is increasingly the same and that your business must try to be different, otherwise why should people bother to buy from you? ‘Blandness and sameness seem to have become the trademark of our time and yet it takes so little extra to make a product or service genuinely personalised or individualised.’

Applying this to Nett Sales

Nett Sales helps its clients get more customers. We work closely with our clients to create compelling campaigns using a blend of email and telephone work to ensure we pass our clients well qualified leads that they can turn into customers.

Robert’s advice helped us to help our clients to focus on their customers and potential customers rather than their own products.  So we run campaigns for our clients that help their customers – either by sharing knowledge or offering advice, hint or tips.

What does this process look like?  After sending out an email message for a client, we analyse the click through rate to gauge interest. We then call the prospects that have engaged with the message, not to sell to them or tell them how great our product/service is. We simply ask for feedback on the message they have received and ask how it is relevant to their business now. We have a conversation with the contact and listen to their response to understand their needs and wants.

Contacts that are ready for a conversation with our client are passed to the client as leads for follow up.

The concept of putting the customer’s needs before our own has been essential to helping our business grow. We build strong relationships with our clients which in turn builds a strong relationship with their customers and prospects. And of course our clients get great new customers from the campaigns – which always helps!

Are you looking to do something a bit different with your marketing? Want more sales and to engage more customers? Contact us on 01672 50 50 50 for a friendly chat and to discuss your requirements.