Selling to a                  Skeptical                   SocietyYour customers  are asking:  Can I  Trust  You?          ...
Who trusts gas prices?
What about used carsalesmen?
Do we even want   to talk   aboutpoliticians?
Isn’t she   beautiful? But, can you really believe what you see?I thought forsure she had   two legs.
We are in a New Food World
We nolonger sell to customers,  we sell to Skeptomers
Our default                       setting is                         now                  48%   distrustof people aged 35 ...
83%And how about those aged       24 to 34?
We don’t need a sales strategy, We need a trust strategy!
In the New EconomyTrust DrivesTransactions
Consumer                            TrustKnow who we areBuild customer confidenceMake the experience memorableCreate a vir...
Know Who We Are
Is a Premium Product Provider
What  DoesPremium Mean   To  You?
Premium Products          Must be Supported with…•   Premium service•   Premium surroundings•   Premium attitudes•   Premi...
Their service is the BEST!No matter what you sell, there needs to be a    specialty, something you do better thaneveryone ...
How could we improve                      our stores to be more                        premium in our…•   Premium service•...
Build Customer Confidence
IntegrityBe authentic in your offerings
TRUSTAtmosphere Reinforces Integrity
SimplifyMake it easy for the customer to decide
Customers becomedissatisfied waiting in line  longer than 4 minutes
Too many choices and not enough    we trust.
The Four C’s of theCustomer ExperienceThat Builds Customer     Confidence
CareAuthenticconcern.
CompetenceSurgicallyaccurate inskillsdelivery.
Everyone seems to really  like working      there.Enthusiastic and approachable employees will become your greatest market...
ClarityCommit to keeping the process    simple and open.
Consistency
Little Touches Make a Big Difference
I feel like I’m     the only customer in the    restaurant.In-store efforts should be focused on reducing      wait-time, ...
Name one improvement                  you can make in each of                        the four C’s•   Care•   Competence•  ...
Make the Experience   Memorable
First Impressions Count
FudgeryUnion StationSt. Louis, MO
When your customers look at your staff         who do they see?
How are You Reaching the Senses of        Your Customers?
What’s in it for me?
What Makes These Places     Memorable?
Is this memorable?
It’s worth    the price.Customer experience is what you’re selling          in return for loyalty.
I feel  appreciated.  They reallycare about their   customers.You’d be surprised at how important this is to             t...
I have a say.  The newest generation of consumers and        spenders want everything to be    customizable, even the busi...
How could we make the customer experience  more memorable?
Create a Viral BuzzAbout What We Do
Centers of Influence
What is Your Viral Message?
I follow them  on Facebook   and Twitter.The “and” is especially important here. Crossposting is the biggest pet peeve of ...
Marketing            Message         Old        New   Old         Dead    Huh?Medium   New   Lost   Yeah!
Buyers demand the opportunity         to be heard.
I just wrote       them an      awesome        review.Using the designated “People love us on Yelp”  stickers on your door...
I heard about    them at…Being in the small business community means        that you’re part of a community.       Become ...
How could youcreate a greater  viral buzz?
No One Plans to Fail
Poor Preparation
Exhaustion
Lack of Courage
Thank you forbringing me back to   Sub Station IICheck out my videos  at BizWizTV.comfor more information     to help your...
Selling to a skeptical society
Selling to a skeptical society
Selling to a skeptical society
Selling to a skeptical society
Selling to a skeptical society
Selling to a skeptical society
Selling to a skeptical society
Selling to a skeptical society
Selling to a skeptical society
Selling to a skeptical society
Selling to a skeptical society
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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.

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Selling to a skeptical society

  1. 1. Selling to a Skeptical SocietyYour customers are asking: Can I Trust You? Russell J White, CSP Russell@RussellWhite.com
  2. 2. Who trusts gas prices?
  3. 3. What about used carsalesmen?
  4. 4. Do we even want to talk aboutpoliticians?
  5. 5. Isn’t she beautiful? But, can you really believe what you see?I thought forsure she had two legs.
  6. 6. We are in a New Food World
  7. 7. We nolonger sell to customers, we sell to Skeptomers
  8. 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. 9. 83%And how about those aged 24 to 34?
  10. 10. We don’t need a sales strategy, We need a trust strategy!
  11. 11. In the New EconomyTrust DrivesTransactions
  12. 12. Consumer TrustKnow who we areBuild customer confidenceMake the experience memorableCreate a viral buzz about what we do
  13. 13. Know Who We Are
  14. 14. Is a Premium Product Provider
  15. 15. What DoesPremium Mean To You?
  16. 16. Premium Products Must be Supported with…• Premium service• Premium surroundings• Premium attitudes• Premium relationships with customers
  17. 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. 18. How could we improve our stores to be more premium in our…• Premium service• Premium surroundings• Premium attitudes• Premium relationships with customers
  19. 19. Build Customer Confidence
  20. 20. IntegrityBe authentic in your offerings
  21. 21. TRUSTAtmosphere Reinforces Integrity
  22. 22. SimplifyMake it easy for the customer to decide
  23. 23. Customers becomedissatisfied waiting in line longer than 4 minutes
  24. 24. Too many choices and not enough we trust.
  25. 25. The Four C’s of theCustomer ExperienceThat Builds Customer Confidence
  26. 26. CareAuthenticconcern.
  27. 27. CompetenceSurgicallyaccurate inskillsdelivery.
  28. 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. 29. ClarityCommit to keeping the process simple and open.
  30. 30. Consistency
  31. 31. Little Touches Make a Big Difference
  32. 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. 33. Name one improvement you can make in each of the four C’s• Care• Competence• Clarity• Consistency
  34. 34. Make the Experience Memorable
  35. 35. First Impressions Count
  36. 36. FudgeryUnion StationSt. Louis, MO
  37. 37. When your customers look at your staff who do they see?
  38. 38. How are You Reaching the Senses of Your Customers?
  39. 39. What’s in it for me?
  40. 40. What Makes These Places Memorable?
  41. 41. Is this memorable?
  42. 42. It’s worth the price.Customer experience is what you’re selling in return for loyalty.
  43. 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. 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. 45. How could we make the customer experience more memorable?
  46. 46. Create a Viral BuzzAbout What We Do
  47. 47. Centers of Influence
  48. 48. What is Your Viral Message?
  49. 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. 50. Marketing Message Old New Old Dead Huh?Medium New Lost Yeah!
  51. 51. Buyers demand the opportunity to be heard.
  52. 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. 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. 54. How could youcreate a greater viral buzz?
  55. 55. No One Plans to Fail
  56. 56. Poor Preparation
  57. 57. Exhaustion
  58. 58. Lack of Courage
  59. 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

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