Great Content is an Essential Component of Great Selling
Customer service begins with the first click or phone call from an individual who takes time to learn more about you and your products and services. Even though a prospect is technically not a customer in terms of having purchased something, they are nevertheless deserving of excellent information that potentially helps them solve their problems.
Unlike existing customers who may cut a seller some slack, prospects are fickle enough to walk away, never to return. Busy people want what they need, without incurring high search costs. They crave respect. They want to be appreciated and pursued. A failure to acknowledge their information needs early on sets the wrong tone.
Some companies discount the importance of educating prospects, deciding instead to emphasize existing customers. This is not a good idea since annuity revenues and referrals are never guaranteed and economic conditions can and do change. Paraphrasing the main character in the play, Glengarry Glen Ross, “Always Be Selling.” Providing content in the early stages of the AIDA sales funnel – Attention and Interest – is a low-cost, high-ROI technique for moving individuals to Desire and Action.
A happy, well-informed customer candidate is potentially a win-win for both buyer and seller.
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Susan Mangiero
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