As unhappy as possible of course; absolutely miserable. And scared too. In fact, not buying your products or using your services should terrify them!
Building customer dissatisfaction is the key to driving change in their behavior. The more they are unhappy with their current position, the more likely they will be to listen to your story and start considering your plan to make their lives easier.
But what are customers unhappy about? You may think it would be price, service, lack of features or any of the important things you make or do. But more often or not the answer will surprise you.
A client in the manufacturing industry recently took the challenge and asked his top customers what the issues were that troubled them. He was amazed that not once was price mentioned. Their problems were about downtime, consistency, having to supervise and other things that went to the heart of their profitability. What's more, on a personal level, they were annoyed at missing time with their kids because they have to fix up other peoples mistakes.
So by careful listening, he now has the perfect sales pitch. He can demonstrate how their solution will overcome the customer's problems and the dire consequences of going with a cheaper competitor. And once you have won the customer the question becomes, how happy should you make them?
Andrew Wylie is the director of Pandemonium, strategic thinkers in marketing, sales and creative
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