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Monday, April 22, 2024
Sales Mastery

Why your customer journey will (eerily) resemble your sales mechanism


Imagine, if you will, a random person. Let’s call her Wendy.

  • Wendy, “34, plant enthusiast, and mom to two dogs”, is scrolling listlessly on Facebook – but something catches her eye, no wait, breaks her “unconcentrated scrolling” – she finds your advert.
  • And you’re a company that’s offering a flippen great sale: “Beautiful Variegated Monsteras (really great plants, in the plant-world) – 50% off!”
  • She only has to click her way through to your mini-online-shop and make a buying decision.
  • Voila! You’ve caught her attention; you are offering her something incredibly intriguing.
  • Wendy ends up clicking and going through with the purchase.

Cha-Ching. Repeat this 1,000 times a month. We tend to think of selling as a straightforward process – you have a product, people want your product and so, for a great price, you give it to them. But how many times do you sit down with a piece of paper, and write out all the steps it takes for a person to finally become your customer? Writing down every step of the sales journey can be a great way to visualize your sales mechanism (and how exciting it is for the customer.) Which is why your customer journey will mimic your sales mechanism very closely.

And here’s some good news:
You’re in control of every one of these steps. You can improve them and give your customers a better experience. As Maya Angelou puts it,” At the end of the day people won’t remember what you said or did, they will remember how you made them feel.” Why not make your customers feel amazing and well-taken-care-of every step of the way? Here’s how you can start:

1. Write down each step your customer experiences

From their eyes, who and what do they see? It’s important to write down each and every interaction (we really mean every interaction.) From here, you will be able to accurately see:

  • Who of your team is handling the client’s experience?
  • What service/product is dispensed to the client?
  • How well did it go?

This is a good habit to keep, because writing your process out provides a 60cm distance between your “perceived experience the client gets” and what they actually get.

2. Assess each step and ask some questions…

We can talk about WHAT HAPPENS… Each telephone call that takes place, is it done to perfection? Is your team member articulate and communicating the right facts along to your client? Each email they receive, does the language and jargon confuse them? You may understand it, but your client might feel clueless and helpless!

We can also discuss WHAT DOESN’T HAPPEN… When the service is done and finished or your product is delivered and signed off, is there a follow-up call to discover how they experienced everything? Can you perhaps get a testimonial? Something that validates your efforts further than the monetary value of your customer’s payment?

We find that this is a good practice. It’s important to really take a look at our customer’s journey. Once we do that, we can help them better, and that’s what we’re really here for, right?