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Company-Crushing Killer #10: “CUSTOMER FRUSTRATION”

Part 10 in a series of 12 Company-Crushing Killers Lurking Inside Your Business Today…

By Brett Lloyd Abbott, Pool Builder Marketing LLC

Have you ever tried to purchase a product from a company, either online or in person, and become frustrated because they made the process too difficult?Are any of your prospects having the same difficulty?

Your prospects have certain expectations when purchasing. They also have more options than ever before. So if the road to understanding and purchasing your product has any speed-bumps or detours, they are just a click away from moving on to another company.

Successful companies make it simple and painless – and if possible, downright pleasant – for a prospect to become a customer. If the path to hiring you is a hassle, you lose to this company-crushing killer.

SOLUTION:

Customer convenience is your tactical weapon here.

Make it easy to learn about your products and services in a format consistent with the buying habits of today’s tech-savvy prospects. That means:

  • Online
  • Mobile-friendly
  • Preferably video-based
  • Interesting/attractive/easy to view
  • 100% crystal clear and self-explanatory

For example, consider offering your prospects a personalized interactive demo that engages them based on their unique interests. Give them options to learn about your products at their own convenience, at the pace they want.

Offering this sort of convenient consumption of information makes your prospects much more willing and able to engage with you, both online and later on, face-to-face. And that, of course is the goal here – to get prospects eager and primed to meet with you one-on-one, to buy what you sell.

Fortunately, this approach will help to standardize both your message and the customer experience. That makes ALL of your salespeople better, and you and your company more successful.

To make this happen, you’ll need to blueprint an overall campaign structure that aligns with your prospects’ typical buying process. Visualize the prospects’ journey, and create processes around that. Let your message go deeper and deeper as they work their way down the path. By the time they’re ready for the face-to-face meeting, they should already know everything they need to know about you and your company.

At this point, your unique advantages should be overwhelmingly obvious.

With this sort of sales and marketing automation in place, your competitors don’t stand a chance!

Here’s an example of what this sort of automation might look like:

The circles represent specific goals and milestones, while the rectangular boxes represent specific actions and sequences (such as automated follow-up emails) that are triggered when the prospect reaches that stage of the journey.

Now you may be wondering – 
How do we know where they are in the journey, if they are consuming everything online?

Fortunately, the viewing of videos is easily trackable. When a prospect completes the viewing of a particular video, the milestone is triggered, and a new set of actions take place.

You’ll always know where every prospect is in the buying cycle, even if they’ve never called you.

CONCLUSION:

Use sophisticated, logical automation to overwhelm your prospects with helpful, interesting and easy-to-consume content that naturally leads them to the conclusion that they would be an absolute fool to do business with anyone else but you, regardless of price.


NEXT WEEK – Company-Killer #11:

CONNECTING WITH PROSPECTS TOO LATE IN THE BUYER’S JOURNEY.

This article is part of a series designed to provide pool companies with unique insights that will help them address the modern marketplace challenges their company may be facing. These insights, when applied, will virtually guarantee new growth, and get your company to the next level. 

If you find this information helpful, and would like to learn more, check out the short five minute video here.

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