Where do you go when you are looking for a product / service that is new to you?
Where do you get your knowledge from in order to make a decision?
Have you ever used a service / product that one of your friends or family members recommended?
Most of us spend hours searching for what products / services we need on Google, Bing, maybe Yahoo, etc. We then pull together data on what features and benefits that meet our needs. The challenging thing to know is where to get the product / service from. Most will next move directly to price as being the main differentiator when figuring out who to buy from. This typically ends up with an unsatisfied customer experience. Remember the old saying, “the cheapest price is not always the best option.” – some very wise and very old person
There is however a way to mitigate a bad customer experience when buying a product / service. That is to obtain a recommendation from those we trust. A recommendation of where to buy the product / service is a very essential part of the buying process and is actually the second of five buying decisions that customers have to make. I’m not talking about small purchases like socks here. I’m talking about purchases of $50 or more.
Think back to the last time you received recommendations. Did you first start with friends and family members for recommendations, or did you just use the first supplier that showed up on the internet? Recommendations from friends and family members are valued at 27% more than advertising and online ads when making a larger purchase.
People would rather buy from someone they know, like, and trust rather than a big box store. This is also why when looking for recommendations people will consult with their friends and family members first before picking a place to buy from. It’s because the customer trusts their friends and family members more than any other advertising. Even the top-rated celebrity that people use for product recommendations is only 4% effective. Sorry Oprah…
If you are a business owner, sales professional, or marketing professional, understand that a customer experience that creates a “talk trigger” is worth more than all the marketing combined. Focus on providing exceptional service and an experience to your customers and watch your customer base grow. Repeat customers are where profits are made, not on the one-time sale. Repeat purchases from the same people lowers cost and helps you with stability. These repeat customers will also act as your free sales force and they will generage a larger impact when they refer their friends and family to you! Advertising that you cannot pay for!
Customers want a great experience and it is up to us to provide such an experience that people want to talk about to their friends and family. It’s not about making that extra percent, its about helping our customers have a better experience so they win when they buy from us.
Some examples of companies killing it in this arena are Five Guys (so many fries dumped into your bag), WindorONE lumber (call kirk for a shirt), Holiday World (free pop for all guests), Skip’s Kitchen (free lunch if you pick the joker), and New Zealand Airlines (seats that fold up to a couch for long flights). These examples are what people share when the do business with these organizations.
What are you currently doing to achieve that goal of exceptional customer experience driving repeat sales?
For more information on talk triggers pick up the book called “Talk Triggers” and start generating yours with your customers!
Have a great weekend everyone.
Sincerely,
Kevin Sidebottom