Why do Customer Buy? – Building Your Brand

What is a typical response to close a conversation with a customer?

Welcome to Part 4 of 10.

Top Ten Tip of Week by Dale S Richards. This week we will address: Why do Customer Buy? – Building Your Brand.

If you like what you read please be sure and like the page.

Most companies do not know why a customer buys from them. Once this is determined, a company can use this information to build their brand for just the cost of training the team.

This technique can solidify in customers’ minds why they bought from the company. It also can enhance sales and customer relations with a very small cost compared to a public relations contractor strategy or campaign.

While you interact with customers, please ask them “Why do you buy from us?” or “Why do you not buy from our competitors?”

Make a detailed list of the responses and prioritize them based on the number of responses.

Then have your key managers list why they think customers buy from you. A fun exercise is to give them each three sticky post notes and make a histogram of their responses. Take the top three responses and quantify the responses.

Some typical reasons may include:

A.   Good customer service

B.   Positive reputation

C. High-value products

D.   Strong relationship

E.    On-time delivery

F.    Responsive

Are your competitors saying the same thing? Of course, YES.

The way to differentiate from your competitors is to quantify the top three answers. For example, for on-time delivery, a quantification maybe “we have a 99% on-time delivery while our competitor’s delivery time is only 90%.” Once the quantification is determined, then these reasons can be used to build your brand for essentially free.

How many conversations, emails, invoices, and contacts with customers do you have in a month as a whole company? Most companies have hundreds or thousands of touchpoints.

What is a typical response to close a conversation with a customer? “Thanks for the order and have a good day.”

What if instead of the above response, the conversation was: “Thanks Bill for the order. Did you realize that we have a 99% on-time delivery compared to our competitor’s 90% and we will deliver on time for you!” In a few seconds, this statement can reinforce to the customer why they purchased from you and it will build your brand for very little expense.

Train your employees to use the closing phrase. Rotate the three top phrases each month. Add the phrase as a tag line to all emails, invoices, and letterhead. With this methodology, a company can build its brand significantly at a very low cost.

BUILD YOUR BRAND FOR LITTLE COST MANY TIMES DAILY