More specifically, how do we acquire, serve and retain customers?
Simply "sharing" our products with everyone we know is not enough. Despite what we may be told, our products do NOT sell themselves, and NOT everyone wants to buy what we have to sell.
In today's world, we must prove that we offer "competitive value" to prospective customers in order for them to change their buying habits and purchase our products and services.
We also need a more thoughtful and structured approach to acquiring, serving and retaining our customers.
Our team's research revealed three essential elements that we must master if we are to successfully develop a large base of customers for our direct sales business - customers who will become loyal, raving fans of who we are and what we offer.
Element #1 - Master the Message
What we say and who we say it to; clearly and concisely define and describe
- Who we serve
- How we serve them
- Why we serve them
- What our customers need and want
- What our customers get out of their relationship with us
The goal is to define our product and service offerings, target market, customer categories, added-value services and other details; also to create an answer for the all-important question "What do you do?" - without hype, jargon and sales talk - that sparks interest in those we are meant to serve.
Key question: How do we compellingly communicate the nature, value and benefits of what we have to offer?
Element #2 - Master the Method
What we do and how we do it; the specific steps we take to prospect, sell and serve:
- System - How we do it
- Simple Solutions - What we offer
- Support - How we keep helping
The goal is to create a consistent process of prospect, serve and follow-up - simple steps we can do every day to organically build a solid customer base over time.
Key question: How do we create a meaningful and memorable customer experience that's caring, educational and fun - before, during and after the sale?
Element #3 - Master the Marketing
Developing an awareness of our products and services in the marketplace:
- How we spread the word
- How we build a community
- How we launch a movement/cause/crusade
Key question: How do we tell the world about who we are and what we have to offer?
The three essential elements form a framework upon which to create a menu of best practices that we can draw from to cultivate a large base of customers for our business - customers who will become loyal, raving fans of who we are and what we have to offer.
This part of the Simple Solutions Project is where the rubber meets the road -- the exciting place in our journey where we uncover the specific ways in which we build a solid customer-centered Direct Sales business.
We will explore each element in depth in future blog posts.