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Selling to a skeptical society

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Distrust is the biggest obstacle to overcome for customer growth. You need to develop a trust strategy more than you need a sales strategy to reach customers in the new economy.

Distrust is the biggest obstacle to overcome for customer growth. You need to develop a trust strategy more than you need a sales strategy to reach customers in the new economy.

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  • 1. Selling to a Skeptical SocietyYour customers are asking: Can I Trust You? Russell J White, CSP Russell@RussellWhite.com
  • 2. Who trusts gas prices?
  • 3. What about used carsalesmen?
  • 4. Do we even want to talk aboutpoliticians?
  • 5. Isn’t she beautiful? But, can you really believe what you see?I thought forsure she had two legs.
  • 6. We are in a New Food World
  • 7. We nolonger sell to customers, we sell to Skeptomers
  • 8. Our default setting is now 48% distrustof people aged 35 to 64 are likely to trust what they see, read or hear ONLY if someone they know had already mentioned it to them.
  • 9. 83%And how about those aged 24 to 34?
  • 10. We don’t need a sales strategy, We need a trust strategy!
  • 11. In the New EconomyTrust DrivesTransactions
  • 12. Consumer TrustKnow who we areBuild customer confidenceMake the experience memorableCreate a viral buzz about what we do
  • 13. Know Who We Are
  • 14. Is a Premium Product Provider
  • 15. What DoesPremium Mean To You?
  • 16. Premium Products Must be Supported with…• Premium service• Premium surroundings• Premium attitudes• Premium relationships with customers
  • 17. Their service is the BEST!No matter what you sell, there needs to be a specialty, something you do better thaneveryone else. You can’t beat your competitors on every level but you can be extraordinary in the areas that you choose.
  • 18. How could we improve our stores to be more premium in our…• Premium service• Premium surroundings• Premium attitudes• Premium relationships with customers
  • 19. Build Customer Confidence
  • 20. IntegrityBe authentic in your offerings
  • 21. TRUSTAtmosphere Reinforces Integrity
  • 22. SimplifyMake it easy for the customer to decide
  • 23. Customers becomedissatisfied waiting in line longer than 4 minutes
  • 24. Too many choices and not enough we trust.
  • 25. The Four C’s of theCustomer ExperienceThat Builds Customer Confidence
  • 26. CareAuthenticconcern.
  • 27. CompetenceSurgicallyaccurate inskillsdelivery.
  • 28. Everyone seems to really like working there.Enthusiastic and approachable employees will become your greatest marketing tool and will continue to bring customers back.
  • 29. ClarityCommit to keeping the process simple and open.
  • 30. Consistency
  • 31. Little Touches Make a Big Difference
  • 32. I feel like I’m the only customer in the restaurant.In-store efforts should be focused on reducing wait-time, increasing eye contact and remembering repeat customers.
  • 33. Name one improvement you can make in each of the four C’s• Care• Competence• Clarity• Consistency
  • 34. Make the Experience Memorable
  • 35. First Impressions Count
  • 36. FudgeryUnion StationSt. Louis, MO
  • 37. When your customers look at your staff who do they see?
  • 38. How are You Reaching the Senses of Your Customers?
  • 39. What’s in it for me?
  • 40. What Makes These Places Memorable?
  • 41. Is this memorable?
  • 42. It’s worth the price.Customer experience is what you’re selling in return for loyalty.
  • 43. I feel appreciated. They reallycare about their customers.You’d be surprised at how important this is to today’s generation. Loyalty reward programs rock.
  • 44. I have a say. The newest generation of consumers and spenders want everything to be customizable, even the businesses theyfrequent. Offer more than a physical suggestion box by reaching out directly for feedback.
  • 45. How could we make the customer experience more memorable?
  • 46. Create a Viral BuzzAbout What We Do
  • 47. Centers of Influence
  • 48. What is Your Viral Message?
  • 49. I follow them on Facebook and Twitter.The “and” is especially important here. Crossposting is the biggest pet peeve of social mediausers. Use each platform separately and to their greatest individual strengths.
  • 50. Marketing Message Old New Old Dead Huh?Medium New Lost Yeah!
  • 51. Buyers demand the opportunity to be heard.
  • 52. I just wrote them an awesome review.Using the designated “People love us on Yelp” stickers on your door not only offer “socialproof” that people like you, but they encourage further public shout-outs and visual cues.
  • 53. I heard about them at…Being in the small business community means that you’re part of a community. Become a face at local events.
  • 54. How could youcreate a greater viral buzz?
  • 55. No One Plans to Fail
  • 56. Poor Preparation
  • 57. Exhaustion
  • 58. Lack of Courage
  • 59. Thank you forbringing me back to Sub Station IICheck out my videos at BizWizTV.comfor more information to help your business. Contact me:Russell@RussellWhite.com