Customers purchasing from you should not signal the end of the relationship. Too often it seems that consumers fall into the “out of sight, out of mind” category after they buy something. In reality, that’s when companies should work the hardest at strengthening relationships with their communities. According to a new survey conducted by Dimensional Research, an overwhelming 90 percent of respondents who read positive online reviews said they influenced the buying decision, while 86 percent said buying decisions were influenced by negative online reviews.
Your customers don’t stop being important once they’ve bought from you. Once they move through your sales funnel – if you’ve been able to keep them happy during the process – they will reenter the mix and join those other voices. If they feel like you have slighted them in any way, the long-term negative impact to your brand could be significant.
The experience must be good or else. It’s a buyer’s world, and you must assume that your community of clients and prospects have robust networks of their own. So, a new level of sincerity and excellence must permeate every facet of your organization. You may revel in gathering a few dollars in the short term, but long-term sustainability is not built on taking the pulse of a market, but by being part of that pulse.
In today’s world, you need to drop your tunnel vision on short-term profit and relentlessly focus on being excellent for everyone, regardless of where they are in the sales funnel. Buy or “goodbye” is no longer effective in a world where purchase decisions are made before human contact takes place.
We address our efforts to continually support the market in the next issue of Connect Magazine. The cover story “Never Grow Up” is a fun piece that reveals why companies can never get too set in their ways. Change and the shortness of lifecycle curves demand that we never let our organization, products or services get tired and stale. If you don’t already subscribe, call us and we’ll get an issue to you.
Focus on customers! Look at every stage of their interaction with your company from their perspective. As yourself what it’s like to be them at any specific moment. Then, design your answers and programs to turn them into raving fans.
Keep everything in sight. Good luck and good selling.