The New Age Customer

In a world still recovering from the GFC and grappling with the buzz of social media, we are now in the midst of a war between retail and online shopping facing daily decisions about purchasing locally or overseas, and B2B sales teams challenged with moving from selling product transactions to being business people who can sell value and ideas. It’s no wonder that businesses are grappling with the new age customer who has emerged looking somewhat different in this new climate.

Sales leaders often struggle with the changing dynamics of the customer relationship. The Sales Industry has spoken for years about the importance of aligning every aspect of sales, marketing and the whole of an organisation around The Customer, yet we see sales forces and organisations at large consistently missing the mark. That is why CSE11, Asia Pacific’s Premier Sales Leadership Conference is focusing on getting customer relationships right. As part of the conference program I am speaking in concert with a leading procurement professional about The New Era of Professional Selling: The Pathway from Supplier to Partner which is an industry first. Conference or not, we need to adapt and improve our relationship dynamics. Sales leaders need to ask key questions such as: ‘how do we change our customers’ perceptions around the type of relationship we have with them and the value we bring to their business?’ and ‘how do we move away from being seen as a vendor who ‘sells stuff’ to that of a ‘hard to substitute’ Business Partner who adds critical value to their business?’ Today’s customer is smarter, savvier and more socially aware. They know what they want and can easily find where to get it. They have access to information at the click of a button and are mindful of price. They’re not averse to discussing with strangers the merits of a product or service online and they’re not afraid to name and shame. Competition is high and expectations even higher. The changing role of the customer means that sales people and business people need to adapt or get out. For business, it’s six times more expensive to acquire a new customer than retain an old one so it is critical that businesses educate all their people on how to work with clients even if they are not in touch with them every day. Interestingly 68 per cent of customers stop dealing with a business because they’re upset with the treatment they received from the sales people, customer service person or someone else in the business. Prior to the internet most used to suffer in silence and simply go elsewhere. Now customers are making themselves heard via the internet through social networking sites and blogs. Prior to the internet studies revealed that one unhappy customer told 11 others, who in turn told five other people. With the Internet and the variety of blogs available, the flow on effect of an unhappy customer could number in the thousands and be devastating to your business. The new age customer expects more than ever before but this doesn’t mean you can’t keep up and deliver. It doesn’t need to cost you more but you will need to take time out to revisit your business strategies and reevaluate the way you deal with your customers. Key areas of importance are:

• Customer service Are you delivering quality customer service both online and in person?Many businesses don’t take enough care with online customer service believing that as a quick and effective communication tool the job is done. Untrue. In fact, more care needs to be taken. By communicating online with your customer, you lose the personal phone or face-to-face opportunity. You therefore need to make more effort with your presence online. Responding quickly to customers with the right information they need is key. Handle queries simply and easily. Make sure you clarify and solve people’s problems and communicate in a positive, professional manner. In some markets you have less than two hours to get back to people before they move on.

• Listening Listen to your customers. Stop talking about yourself and your business. What do your customers want and need? Are you giving it to them? Listening doesn’t need to just be one-on-one. Take time out and explore the web. What is being said about you and your brand? Or what is being said online about your competitors? By reviewing the web you will gain insight into customer’s expectations and will find it easier to give them what they want.
• Consistency People don’t like change but we are resilient creatures and we do adapt to change. We much prefer it if we know it’s going to happen and can prepare ourselves which is why businesses should communicate potential change to their customers and give them time and help to adjust. If you aren’t planning change, make sure your sales team and your customer service people know your processes and are all providing the same advice. Your customer wants to know what to expect when they deal with you and doesn’t appreciate a sudden change of service.
• Dialogue not monologue I always encourage sales people to have dialogues rather than monologues with their customers. The new age customer doesn’t have time to be preached to. They want to talk and they want to be heard. They’re in touch with you because they’re interested in what you have to offer, but they probably have others waiting in the wings to take their business. Long gone are the days of sales monologues, today’s new age customer has completely outgrown this tactic and now want to be listened to. Let your customers do the talking, ask them questions, find out what they are after and then work with them to give them what they want and/or need.

Smart businesses and sales teams know there are many ways to work with our customers and develop deeper value based relationships that are based on true partnerships. If you can, join us at this year’s CSE11 conference which brings global and local industry case studies of organisations getting customer relationships right. The conference will focus on uncovering the enablers and blockers that will either derail or enable the acceleration of sales performance in today’s market. Over 200 industry sales leaders will be sharing their insights supported by keynotes. This will be an incredible learning experience with no doubt a few gold nuggets to walk away with! Barrett will also be hosting tables for our clients and contacts to ensure you get introduced and connected to key stakeholders and international speakers. If you would like to attend please download the registration form or please register your interest and we will get an information pack sent to you ASAP. Remember everybody lives by selling something. Author: Sue Barrett, MD of www.barrett.com.au