Here’s a quick intro to the in’s and out’s of Customer Experience for professional selling.
Sales is not a transaction – it is an exchange of experience!
The more valued your customer and buyers to your business, the great the attention you must give the experience you deliver.
According to Kapow research, companies that prioritise customer experience generate 60% higher profits than their competitors.
Customer Experience Is an Essential Part of the Sales Process
Organisations mistakenly believe that with little effort, other than the success of the current product or service, that the customer and account will organically grow and so invest less in nurturing their most valuable relationships than in gaining new relationships.
Gartner research identified continuous customer improvement conversations increased account growth by 48% and increased the likelihood of maintaining the same amount of spending by 94% along with 80% of future profits will come from 20% of existing customers.
In today’s B2B environment, a commercial strategy focused on acquisition rather than on retention of existing clients is a flawed strategy.
Know what your most valued customers and key account relationships would say about how they feel about the experience you deliver?
Your starting point is to:
- Understand the journey your key customers go through to transact with your company.
- Map their journey and mark the touchpoints where you can gain the most significant improvement to their customer experience.
- Improve customer experience must gain customer feedback after every significant sale, project, event, or engagement.
I do not mean just sending an NPS, CSAT, CES, surveys. After all, these are your key customers; even the way you gain feedback is an experience, it is an opportunity to embed your relationship.
If you invest in giving customers the purchase experience they want, they will not only repeat the experience but refer you to other similar customers.