Giving Clients a Memorable “Customer Experience”
Does your business give the client a “customer experience” that is memorable and referable?
“Customer Experience” is an integral part of the sales process. It is a step that can build trust and bind a client to you with unspoken loyalty, and demonstrate your integrity all in one action. Something that can achieve so much in the sales process must, therefore, be an enormous part of the modern marketing program.
In most services businesses it serves three clear purposes:
- To provide an example of the capability on offer to newcomers in an intangible service business, satisfying the fear that your team doesn’t have the experience or knowledge needed to do a job. A simple “experience” can be the difference a business needs to let them stand out from the crowd.
- To drive more sales from the existing customers in your business by building goodwill early in the relationship, and at critical points of conversion.
- To generate word of mouth referrals within the communities that you work.
In essence, experiential marketing is about building a relationship and a level of trust with the customer to make their buyer decision-making, and (almost more importantly) their capacity to refer or recommend your business, more simple.
It is an easy concept to grasp. If you have an experience with a product, or service and you like that product or service, then you are more likely to buy that product or service again and refer it to your friends and communities, knowing as you do, from previous blogs, that the purchase of many professional services is done based on “trust” for the service provider (and that can be experiential trust or referral-based trust).
To make the leap of faith required to hire a services firm, we have to believe that the person selling the service will give us an appropriate experience before we will part with our money and buy it. So ‘Experiential Marketing’ helps us to BELIEVE that your business is the right one for the job.
If it isn’t already, consider experiential marketing as a part of your strategy to market your firm. Think “give value first” as a mantra for marketing a services business, and experiential marketing becomes intrinsic to the whole process of selling your service, product or experience.
You could write a blog, give away some leading knowledge, educate your target audience, do some creative work upfront, send out your whitepaper, or provide some free mentoring, training or guidance. You just have to be prepared to give someone an experience that is relevant, logical and related to your brand and services.
Follow Technorati