Any business providing different products or services works to make its customers happy. Happy with better price, better customer service, and better product. Achieving this, you successfully retain that customer, with them coming to purchase your products when they need them.
Except, business is more complex. Growing a business requires you to develop small steps that must be followed through a designed process, eventually leading to a company achieving its desired vision. Establishing these steps and a seamless test and measure system leads to consistent quality outputs.
What are these steps? How do you develop and follow them? That’s what I’ll be decoding for you.
Identify Your Customer Journey
What steps or problems do a prospect go through before they reach their brand and product? What did their journey look like before they bought your product? For example – a malfunctioning light bulb requires a customer to call for a new bulb. That is their customer journey.
The customer journey does not end at a business selling its product. It ends only after they provide their feedback and testimonials, preferably positive. There can be two outcomes to any customer interaction and sales made in a business: either they like the product and refer it to others and come back themselves, or they dislike it, and you never hear from them again.
If a business faces the second situation, it must introspect and analyse its customer journey. Identify what the customer is actually looking for and their pain points, and provide your services and products accordingly.
Simplify the Sales Process
As soon as you enter a showroom of an electronics or an automobile giant in the industry, you notice a salesperson approaching you. The primary purpose of that salesperson is to simplify the sales process for you. They ask you about your needs, identify your pain points and budget, and then point out a product that checks all your boxes.
A business must constantly work to ease the process for the customer, even if it means more effort from the company itself. The aim is to streamline the process for them to make purchasing easier.
Improve the Marketing Message
Remember to always stick to the customers’ needs when developing a marketing message for a product. Dwelling into the technical aspect of the product that a customer may not care about does no good to the company. People buy solutions to their problems, not features!
Apple is a brilliant example of this. When highlighting the privacy features of the iPhone, they do not mention terms like end-to-end encryption or phrases that a customer may not know about. Instead, they advertised the phone with the quote, “Privacy. That’s an iPhone”. And it worked because the customer’s needs were highlighted simply and effectively.
Streamline Your Operations
The company’s operations include processes and people outside a business’s forefront. These processes and people work at the company’s backend but make for the most critical aspects of a business. Guests at a hotel do not meet the chef in the kitchen, nor do they know what goes on inside the laundry.
To provide a customer with their desired or even better services through your business, it is crucial to streamline the processes that work ‘behind the scenes’ of a company. Better operations get you more efficient and better presentable products to sell to your customers.
[Small Business Expansion and Growth Strategies for 2023]
Conclusion
Selling to a customer is how a business increases its sales, and a company must work on easing this process for them. Adjusting these processes plays an imperative role in increasing conversions, which in turn helps you grow your business significantly. Prospects turn into customers only when a company provides them with the product they need and the process that makes buying it easier. The one rule to a successful business: do not sell a product; help them professionally buy it.
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