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  • Scott Moss

Don't Underestimate the Customer Experience in Selling

I read a great article the other day in Entrepreneur written by Donna Peeples that got me thinking about the importance of the customer experience when it comes to selling.


Thought One: Donna does a great job identifying 4 pillars to improving the customer experience that I've significantly paraphrased below.

  1. Listening - decode what customers say into how it impacts your business

  2. Aligning - each internal employee group needs to collaboratively hone in on the optimal customer experience

  3. Engaging - every employee must be fully engaged to deliver a positive customer experience

  4. Driving - commit to making the change and have a sound plan to execute against

Thought Two: With some slight modifications as follows, those 4 pillars can very easily be applied to improving selling results.

  1. Listening - decode what the Ideal Client Lead is actually telling you about their problem or goal and the impact it is having on their business

  2. Aligning - each internal employee group at your organization must be in alignment from the time you first engage with an ICL all the way to onboarding and delivery

  3. Engaging - every employee must be fully engaged to win a new client

  4. Driving - commit to making this approach a major component of your business by actually writing it into your Strategic Sales Plan

Thought Three: I can 100% promise that if you religiously apply those pillars to how you approach selling, your client win-loss ratio will dramatically improve.


Thought Four: Actually, that pretty much stretched me to the breaking point for the day so I'll leave it at that.


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