Telling your story is the first essential step to sales. People need to know you so they can like you and start to trust you. So to help them get to know you—tell your story. Who you are, what you stand for, and what makes you unique.
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Internet and phone providers have about the worst reputation for engagement and finding ways to bond with customers.
I recently had to deal with helping an aging parent transition to assisted living. Ugh, in anyone’s book. But mom didn’t want this even though she needed it. So I had to help her make it happen.
She just needed internet and a telephone line. But, unfortunately, as an existing customer of the company that provided service in her facility, it got way more complicated.
Their automated system kept trying to tie me and my account into what I created for Mom.
While they spend fortunes on marketing, it’s all about the product. People put up with the system because it is an essential service in today’s world.
There is NO way to reach support on their website or phone tree. Not even a contact number anywhere on their website. You have to Google to find one. Everything wants doing online.
AI wraps you into a maze without resolution.
I spent a frustrating two weeks trying to get internet and phone established. When I did finally reach someone, they told me the new account had been incorrectly set up.
It’s no wonder so many people are disconnecting from cable and looking for alternative providers. But, unfortunately, the system is very broken and unfriendly. No news to you, I’m sure.
As a freelance marketer, I’ve seen businesses spend vast amounts of money trying to sell their products.
One sale after another becomes a pricing competition when that isn’t the deciding criteria for many people.
Today’s marketplace is crowded. As a result, products or services can tend to look alike. So they up the advertising budget without considering why prospects aren’t buying.
In the customer’s eyes, they may see no difference between brands X, Y, and Z. No differentiating uniqueness from one business to another. That’s why your unique story is so important to share.
It’s an asset that businesses often overlook.
When building your brand and your product, it’s essential to keep your target audience in mind. Each generation has differences. However, today’s buyers all care about similar things—value, culture, and customer care. Our cable company failed in all three.
All customers are looking for products and services with value. Products that aren’t high enough quality to warrant repeat sales will undermine business success.
Buyers want to know what you stand for and how you give back. And they want to know how you take care of them as your customer.
Many businesses focus on price as value. However, price is only a small part of value. Today’s shopper is more concerned about the value they receive for the price paid instead of just the price itself.
Therefore, in your story, you need to share all the components of “value” included in your offer.
The more value enhancements you offer, the higher the price the buyer is willing to pay.
Bonuses, reports, guides, support, quick delivery, rewards, and your culture are all part of your value. They are also what makes you unique in an ocean of similar choices.
It’s essential to include these in your brand story. To keep the message simple, straightforward, and targeted, you may find that you need to break it up. Tell your story in easily memorable segments.
Millennials lead the movement in choosing businesses they deal with to have a positive planet-friendly and people-friendly approach. They don’t want to do business with those who cause harm to others so that they can buy.
In your story, share how you give back to the planet and the community. Company size doesn’t matter, that you are concerned about others does. Share this culture with your audience.
A friendly giving culture that isn’t just words but really happens can be the tipping point in deciding where to purchase.
Customer service is a huge issue. It’s one many companies have struggled with during the pandemic. Some companies already had excellent customer service and continued it.
Others are still struggling to make it happen. It comes across almost like they are using the pandemic as an excuse for whatever they don’t want to address.
If the only message they receive is “sale,” that’s not customer support.
Look for every opportunity to stay connected with buyers. Create social media chats. Generate email thank you sequences, updates, e-newsletters, nurturing, and rewards.
I look for all the things that set them apart and make them unique. We craft and share these stories to help buyers get to know, like, and trust them. We cultivate those buyers into long-term relationships with a high customer lifetime value. [email protected].
Judith Culp Pearson receives three top honors
at the annual Society of Permanent Cosmetic Professionals in
Ft. Worth, Texas - October 7-9, 2023
