Do You Hear the Voice of the Customer BEFORE or AFTER the Sale?

Surveys concerning customer engagement, voice of the customer, customer-centric strategies and the customer experience abound. My issue is that customer surveys are given AFTER a customer transaction to assess the customer experience. For example, at my auto dealer, the service manager begs to receive a good rating after a repair is complete.  What is wrong [...]

Customer Key MotivationsSurveys concerning customer engagement, voice of the customer, customer-centric strategies and the customer experience abound. My issue is that customer surveys are given AFTER a customer transaction to assess the customer experience. For example, at my auto dealer, the service manager begs to receive a good rating after a repair is complete.  What is wrong with this picture is that the survey is not given BEFORE the transaction. After seeing the sales closing ratio reports based of thousands of pre-sales customer surveys, it is very clear that customer surveys should be given up front, before you engage the customer, to answer these questions: 1.  What is their natural style? 2.  How they would like to be treated? 3.  Do they make buying decisions based on facts or impact (on people)? 4.  What is their primary motivation? 5.  What are their likely objections? 6.  What sales approach is going to be most natural for them? If you can answer these questions, then the entire customer experience begins from a point of connectedness with customer. The sales or service process that is used with every customer can be modified to deliver a custom customer experience, based on the customer’s own values and natural style. That is the real Voice of the Customer, or maybe the Soul of the Customer. Of course, one cannot ask these questions directly, but the answers are attainable and all of the answers can be had in about four minutes. What is interesting is how much natural style varies from customer to customer. For one customer their primary motivation is to avoid frustration, for another it is control, or intimacy, or fun.  If a salesperson can incorporate the customer’s primary motivation into the meeting, it improves chances of the pitch being heard. When it comes to customer intelligence and hearing the voice of the customer, start by asking the customer how he or she would like to be treated before you start selling. It changes everything from that point on. What is my buying style? Find out for free.Contact us to take the survey yourself. Gene Bellotti Vice President of Marketing Client Type: Compassionate Wolf              
 

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