When you think of what is most important to prospects and clients, many would probably guess “price” and that’s not wrong. Price is typically high on the list. PUN INTENDED!
Most prospects get right to it with questions such as:
- What do you charge?
- What are your rates?
- How much will it cost?
However, did you know that one of the Top 5 Values to customers is EASE OF USE? According to Ian Golding’s article, “What do customers really want? The top five most important things revealed”, ease of use is actually #5; on a list of 5…which is actually LAST.
Hold the phone, so what’s the big deal then?!
The answer is to make it easy for a client to engage. And if we don’t, they will quickly turn to another option.
What does “easy” mean anyway?
It depends. Comfort for both the seller and the prospect warrants understanding the expectations of the potential client.
Let’s make this easy. What are some things you can do?
Let’s start with a simple scenario gone awry. If a client is coming to your office, do you prepare them for every possible eventuality, such as:
- Do you prepare them for where to park?
- Is it metered parking?
- Is there a landmark next door?
It seems to ridiculous doesn’t it? People have GPS for goodness sake!
Here’s what I mean. I invited a woman to an event I hosted. I gave her the address thinking that would be sufficient. However, she couldn’t find the location and ended up frustrated driving around and gave up. I could have, and should have, indicated that it was next door to a well known hotel and conference center.
If there are more than 3 emails about a simple question that isn’t being answered, pick up the phone. All too often, there’s too much opportunity to feed our brain’s need to multi-task because emailing seems easier. But, email can delay a simple task from being completed while we wait for an answer and get distracted with another task.
Do you prepare the client with an on-boarding process so they understand what they should expect from us for next steps?
When I used to write insurance for a new client, I would outline what they should expect after purchasing the insurance. It’s a comprehensive checklist summarized in these 3 basic topics.
- Documents procedure
- Billing procedure
- Communication procedure
Let’s go back to the concept of managing expectations. It seems like a lot of work, however, if you create a process with templates, it will be set you up for each client when they hire you.
These days, the pundits are pontificating about the customer experience and the customer journey.
And it’s no small feat to achieve customer satisfaction.
If you have multiple product lines, you can’t be just “ONE AND DONE”. You have to train clients to keep you top of mind for any of their future inquiries. Do the tough steps first and the easy stuff follows.