Let Your Sales Process Drive Customer Experience
Drive experience with your sales and marketing process.
Last week, I wrote about placing your customer at the centre of your marketing story. In particular, how marketing and storytelling change the narrative of your communications to focus on your audience.
Today, I wanted to share with you the process that wraps around your marketing.
Once you know what and how you are communicating with your customers, the next step is to make a plan for how you are going to engage them.
The trick here is to design a journey for your audience that guides from finding out about your company through to successfully engaging your company’s services.
It steps beyond just sales and includes a few more steps to match the buyer’s journey closely.
I call this the Customer Delivery System and after years of working with companies, have created a framework for support.
It’s crucial to be aware of every point in the Customer Delivery System and track the customer journey through each phase.
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Here are some of the critical parts of a successful process:
Map out your customer’s journey from awareness to engagement and then to conversion - when the sale is made. Consider where you will find and contact leads. An easy way is to Think about where these customers spend their professional time and plan to show up in those places and related media.
Define your sales channels to create awareness of your product.
From there, consider how you onboard buyers and foster success with the product, so happy customers can ultimately refer other companies within their network.
The Customer Delivery System defines the customer journey in stages of Attract, engage, convert, deliver, success, referral. This path sets the stage for future customers from the very beginning. Be sure you have action items for shepherding the customer journey at every point in the process.
Establish key success metrics at each stage of the customer journey. Set goals for levels of outbound and inbound leads, sales appointments, proposals, conversions, customer success and referrals.
Design the necessary digital assets to pull prospects through the customer journey. Create nurture campaigns to follow up with old leads to help with converting customers that don’t immediately convert.
Make sure your system is set up with tools of your own to help you with managing the customer acquisition, sales, and maintenance process.
This process becomes the blueprint of your company. Getting it right will help you to build a reliable machine that delivers results for your customers consistently.
Best of all, you can reduce churn because you deliver excellent service and increase your conversion rates. Both have a significant effect on your bottom line and growth rate.
Create a process around your customer's journey and look at how your business can deliver great value and grow faster as a result of it.
Drive your customer's experience with your sales and marketing process
Flavio Hangarter
PS: Whenever you’re ready, I help clever founders to set up their sales and marketing systems, generate leads and close more sales.
There are numbers of ways I might be of help to you:
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Get guided through the market validation process to help you figure out your market, your product and your business model.
Sales Strategy and Systems.
Crystalise your sales systems to attract more customers and grow your revenue with stand-out marketing.
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