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Your Customers Have Weaponized Their Smartphone and They are Using Them Against You
Your Customers Have Weaponized Their Smartphone and They are Using Them Against You

Your Customers Have Weaponized Their Smartphone and They are Using Them Against You

Cleveland, Ohio
December 01, 2017 02:40pm | Updated: April 01, 2018 08:03pm
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o win the hunt for the best deals, your Next New Customer is using their smartphones with great skill to gather intelligence on social media, websites and even apps such as PriceGrabber, PriceJump, and ShopSavvy to ensure they are getting the lowest price.

This kill the vendor purchasing behavior is highlighted by but is no way limited to the retail sector during the Christmas season. It is a total about face in the purchasing journey for all business sectors all of the time. Your Next New Customer has hijacked the purchasing journey, they like the power and they are never going to give it back. If they don’t like what they find about you online, you are going to lose business. This article will discuss one strategy you can use to protect yourself from the onslaught of digital shoppers decimating your margins.

I Don’t Care About Making Money, I Just Love to Sell . . . (Insert Your Solution Here)
Can you really build a successful business with customers that won’t purchase until they get the absolute lowest price? Many times, the “absolutely lowest price” folks are the most difficult to satisfy and the first to complain, often times very loudly. Complaining to you is one thing but in the digital age, if they complain to the internet you now have a much larger problem than just paper-thin margins.

Coupons and Discounts have Created an Epidemic
Many times customers “feel” providers markup their prices so they can offer coupons and discounts to lure customers in. This creates a lack of credibility and trust in the pricing and often times in the provider as well. Knowing coupons are expensive businesses often default to them because “we have always done it this way”. We are confident you will agree the strategy below is a more profitable way.

It Isn’t Really About the Absolute Lowest Price Anyway
Everyone “says” they want the lowest price but this has always been a fallacy. If they are willing to search hard enough, wait out the market or accept other intangibles like limited returns or less than stellar support they can always find a lower price.

So, What’s it About Anyway?
The fact is they just want to ensure they are not being taken advantage of. All they are concerned about is solving a problem or improving the quality of their live or the live of someone they love.

Digital Disruption
Much has changed in the digital age. Many new digital channels and instant communication are two of the most obvious. One thing that hasn’t and will never change is the fact that people like to buy from people they know, like and trust. The biggest digital disruption is how we go about building know, like and trust in the digital age.

One Simple Strategy to Protect Your Margins and Grow Your Business
Begin by building an audience on a channel you own and control of people that can utilize your solution to solve a problem or improve the quality of their life or the life of someone they love. The simple fact that they have opted in or subscribed to your channel demonstrates they know you. Award-winning sales trainer Marvin Montgomery tells us this is called a “trial close”.

GiveThem an Opportunity to Like You
Your Next New Customer wants to buy when they want to buy, not when you want to sell. Publishing content your Next New Customer can use to solve a problem or improve the quality of their life will not only keep you “top of mind” it will provide your audience an opportunity to like you. Now you are two-thirds of the way down the sales funnel.

Invite Your Audience to Engage with You to Build Trust
Use appropriate content and engagement tools to build trust with your audience. Respond promptly when they engage with you or ask a question. Provide ratings, reviews and even case studies of others enjoying the benefits of your solution.

The digital age has changed many things in marketing and sales. The one thing that will never change is people like to buy from people they know, like and trust. All we need to do is adjust our marketing and sales strategies to the behaviors our Next New Customer is using in the digital age.

Can’t wait to hear your thoughts on this one.

Thanks,
Mark

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Your next new customer has changed the way they buy . . . Have you changed the way you sell?