When times get tough we usually see one of two behaviors in organizations; Teams begin infighting and blame-storming Teams unite, grow stronger, and emerge as market leaders Ryan goes on to discuss how “Instead of working together to solve problems, some people seemed more willing to battle one another.” I see this far too often with large clients in which managers retreat to their silos and start shooting missiles at each other instead of competitors.
Post Series: voice of customer
- 1.Fix Sales: Knowing Buyer’s Journey is like Creating a GPS for Your Sales Process
- 2.Fix Sales Problems With The Power in the “Voice of the Customer”
- 3.Leverage Customer Voice into “Explosive Sales Growth”
- 4.Who Owns the Voice of Your Market and Voice of Your Customer? ..Hint (not sales!)
- 5.Voice of Market Identifies “Roundabouts” in your Sales Process
- 6.Voice of the Market Identifies Key Buying Triggers
- 7.Increase Sales: Key Buying Seasons Surface in “Voice of Market” Work
- 8.“Voice of the Customer” Increases Profits…Lesson from a Christmas Ham
- 9.Voice of Customer Finds “Sales Secret Weapons”
- 10.Voice of Customer: Understanding the Entire Iceberg of Purchase Decisions Today
- 11.Improve Sales Productivity With Voice of the Customer Research
- 12.What is The Biggest Threat to Customer Voice Research? (It may surprise you!)
- 13.Give Salespeople More Time to Sell With Voice of The Customer Research
- 14.Customer Voice Research Identifies Content Buyers Need Today
- 15.Identify Purchase Influencers with VOC
- 16.The End Of The Greatest Show On Earth and What We Can Learn About Training
- 17.Voice of Customer Identifies New Markets and New Product Applications
- 18.17 Benefits Of Voice Of Customer
Companies who understand the power in the voice of their markets today realize greater and more profitable sales growth. Understanding your market, buyers, and how they buy and what they need to buy is critical to hitting your sales numbers today. One outcome of understanding the voice of your customers and markets is identifying sales trigger events.
What triggers one of the buyers in your market to begin the buying journey?
The answer to that question becomes a key consideration when developing your business development plan to hit your sales numbers.
In a past post I shared the work I did in the accessible van market with VMI. We sold lowered floor mini vans that were adapted so consumers in wheelchairs could drive and or ride in comfort. I launched VMI’s first retail mobility dealership Arizona Mobility Products.
Our team spent a great deal of our time out conducting vehicle demonstrations at consumer’s homes and our sales grew quickly. We were constantly asking questions to better understand our customers, how they shop and what triggered them to make a new purchase.
Consumers in wheelchairs must have a vehicle they trust and is reliable. You might say: well Mark I need that too. The difference is if our vehicle dies on the road somewhere we can call a tow truck and they will tow our vehicle and give us a ride to a service garage. Tow trucks are not equipped to accommodate a consumer in a wheelchair. Should their vehicle experience a malfunction, they are left at the point where the vehicle failed until they make alternative arrangements to be transported. Reliability is an even higher buying criteria for consumers in wheelchairs. Based on this we should not have been so surprised as we were when we kept hearing how consumers with accessible lowered floor mini vans often start shopping for a new van within three months of their vehicle warrantee expiring. When we surveyed our customers this came out loud and clear in almost every interview.
Our team sorted our customer database based on when vehicles were purchased and each month proactively contacted customers whose vehicle was about to lose its warrantee. We established a four-touch campaign.
-The first touch was a simple letter notifying them their vehicle warrantee was about to expire, share any current promotions, remind them we sold extended warrantees and suggested we quote the trade in value of their current vehicle.
-The second touch was a phone call, ideally from the salesperson that sold them the vehicle reminding them as a service their warrantee was about to expire.
-The third touch shared specific dealer incentives, rebates and once again mentioned their warrantee was about to expire.
-The last touch was a request for us to book an appointment to have their vehicle inspected by one of our certified service experts at no charge.
Identifying this buying trigger and developing a strategic series of communications, a GPS to new sales for our salespeople, helped us increase sales and build customer loyalty. As a side benefit it also provided our dealership with a supply of used vehicles that were in huge demand in this community.
What triggers your buyers to start the buying journey?
Does someone on your team Know?
How has your team used this information?
What could your team do to serve buyers who triggered the need to buy?
What is your team doing to make lifetime customers for your products?
Understanding the voice of your customers and market has many benefits. One benefit is to intimately understand what triggers your buyers to shop, to search for a new purchase. Taking the time to understand your buyers, why they buy and what they need to buy is critical to consistently hitting your sales numbers.