Archive for the ‘Customer Communication’ Category

Guiding Consumers to the Bottom of the Funnel (BOFU)

Thursday, November 30th, 2017

Customer reviews, client reviews, best PR firm, public relations, content marketingThe word “sales” often conjures up some very specific images. A man in a suit holding a briefcase going door-to-door selling encyclopedias or vacuums, for example. Or a guy hustling in a car lot. But as we know, sales is, in reality, a process. A process that ends with a pitch. The direct pitch to the customer or the final sales touchpoint is the last step in the sales process and is often referred to as “the bottom of the funnel” (BOFU). It follows TOFU (top of the funnel) and MOFU (middle of the funnel) activities that are designed to move the consumer down a pathway to a purchase. (more…)

Please follow and like us:

Focusing on Value Over Features in B2B Sales

Tuesday, November 14th, 2017

To a large extent, the sales and marketing world can be divided along two broad lines: business-to-business (B2B) versus business-to-consumer (B2C) and products versus services. Sales strategies for B2C services will differ from B2B services, which differ from B2B products, etc. There are best practices and pitfalls for each quadrant of possible scenarios created by this way of looking at sales and marketing. (more…)

Please follow and like us:

Best Practices in Defining Your Value Proposition

Tuesday, November 7th, 2017

content marketing, content management, content strategy, strategic marketing, marketing strategically, strategic communicationsThe value proposition for a product or service is a foundational element in any sales and marketing activity. The value proposition responds to consumers’ question of “why” related to your products and services. “Why should I buy your product?” “Why should I subscribe to this service?”

A value proposition isn’t an off-the-top-of-your-head pitch to potential customers. It has to be carefully crafted, based on a solid understanding of your audience’s needs and values. Writing for Forbes, Rebecca O. Bagley recommends a three-step process for developing a value proposition: (more…)

Please follow and like us:

Taking a Long View of B2B Customer Relationship Management

Tuesday, September 5th, 2017

Customer relations is a crucial aspect of any business strategy. And for good reason. Amy Gallo of Harvard Business Review writes, “Depending on which study you believe, and what industry you’re in, acquiring a new customer is anywhere from five to 25 times more expensive than retaining an existing one.” The importance of customer relations is especially true in the B2B context. Typically, B2B companies are working with a smaller pool of customers than B2C companies, and each customer, therefore, makes up a larger share of revenue.

McDonald’s doesn’t want to lose customers, but it’s a lot less painful for McDonald’s to lose a customer than for Boeing to lose one. Similarly, many businesses serve both consumers and businesses. Consider a rental car or hotel company. They obviously have many individual consumer customers, but they also serve large organizations, such as corporations with staff who travel regularly.

So how do you maintain those crucial strong relationships with B2B customers? Here are some tips. (more…)

Please follow and like us:

How Well Are You Realistically Managing Customer Expectations?

Tuesday, August 8th, 2017

Copyright: <a href='https://www.123rf.com/profile_georgerudy'>georgerudy / 123RF Stock Photo</a>A frequently quoted “formula” in the field of customer relations tells us: “expectations – reality = disappointment.” While this may seem simplistic, don’t relegate it to the ranks of witty sayings or bumper sticker slogans. There is a great deal of truth in this straightforward equation. Most business owners, managers and customer-facing employees have dealt with unhappy customers. It’s part of the job. But all too often, that customer frustration or disappointment can be avoided by properly managing expectations. (more…)

Please follow and like us:

They Might Come Back: Why It Pays to Treat Exiting Customers Well   

Thursday, July 20th, 2017

38309393 - group of different families together of all racesNo company retains every customer they do business with. There is a natural ebb and flow of customers over time, whether your company provides a product or a service. Understanding that ebb and flow is important. Calculating the lifetime value of your customers, anticipating potential losses and determining how much time and effort to spend on prospecting for new customers are all very important elements of running any business. (more…)

Please follow and like us:

Do You Know When—And Why—Your Customers Have Left You?

Thursday, May 18th, 2017

Every business will gain and lose customers over the course of the business’s lifetime. Of course the hope is that there will be more gains than losses; however, sometimes businesses find themselves in the opposite situation and struggle to understand why their customers are leaving. While creative companies could come up with a myriad of creative and complex metrics and measurement techniques to try to gain some insights, one of the best ways to determine why customers are lost is to ask them! (more…)

Please follow and like us:

Tips for Marketing Your “Boring” Business

Monday, March 27th, 2017

Let’s face it. Not all businesses are as flashy and exciting as manufacturing high-end sports cars, groundbreaking technology or exquisite luxury items. The marketing for some products is as simple as letting people know the product exists. Unfortunately, that’s not the case for most companies, and this means they may need to work extra hard or be extra creative in making sales. As Ryan Holiday writes for The Huffington Post, (more…)

Please follow and like us:

Cultivating Customer References in a B2B Environment

Wednesday, March 22nd, 2017

Most of us understand the value of positive customer reviews. Especially in the world of online retail, a positive product rating on Amazon can represent a big boost to sales. Data suggests that roughly 90 percent of Amazon users believe positive reviews influence their purchase decisions, while 86 percent say the same of negative reviews. (more…)

Please follow and like us: