Every business that has been accepted within the marketplace and not failed in its first 10-years has learned who their “right customer” is. Whether consciously done or not – it is part of the survival process.
To truly grow revenues with an organic blueprint – there must be something about the company’s product and service that brings people back. This journey can usually be stated within the awareness, preference, and insistence stages. I wanted to dive deeper into each stage – further than I could in my LinkedIn post found here.
Whether we speak about the company’s product or service, people trust a company that has been around a while versus a no-name or new entity. If the company has run ads, a person will immediately connect with their awareness through their ads and a “nod” over other competitors because it is a known entity.
Is there a struggle with pricing at this stage – of course. And even more so during a pandemic.
But awareness also applies to a salesperson – (something we cover deeply in every level of sales training we do) a person who is known in the market or has been working at the same place for a number of years has inherent value in a customer’s eyes – versus someone who is new(er).
The goal at this stage for a salesperson is how do I move from a commodity position of trust – to a value position of trust.
LinkedIn is the most powerful tool for a seller at this stage. The ability to impact large numbers of potential customers with insight is incredibly easy – and rewarding. LinkedIn is a free and powerful marketing tool that any customer can reference.
Most of us have a go-to item in our pantries. Something that we buy regularly UNLESS something else is on sale. The preference position is preferred over awareness – but is still susceptible to “sale pricing.” The same is true for the seller and customer relationship. While a customer enjoys working with a particular seller, if they get a really good offer from another seller (and brand) – they will take it. In other words, a person may be a loyal Starbucks customer, but if Dunkin Donuts/Tim Hortons is on sale that day – they may go and try it.
Whether speaking to this in terms of the brand or the seller – this is a dangerous stage. The customer appears to have a loyal purchasing history with the brand/seller, and assumptions can be made which are wrong – as the customer can still be swayed by price.
The best measuring stick for the Insistence stage is having the customer align themselves with the brand “I am a ___X___ person.”
“I am an Apple person.”
“I am a Starbucks person.”
”I am an Amazon person.”
They choose their “insist” brand even when finding a replacement is easy. They choose this brand even at a premium to other available products/services.
This is where – as a salesperson, your customers become your evangelist –sharing their opinion about how great you are to other customers. And that evangelism is 8X more effective than an equivalent marketing spend. This is because unsolicited social proof is the most effective of all marketing/sales messaging.
If you want to be more successful as a salesperson – start looking at “you” as a brand, and how you can move more of your customers to the insistence stage of loyalty.
Until next time – Stay Optimistic