This is the second of three posts on AchieveGlobal’s study on sales effectiveness, and our reports, “Owning the Customer Experience: A new view of sales effectiveness today,” and, “A Survey of Sales Effectiveness: Global Research on What Drives Sales Success.”
From the perspective of a customer, the relationship with a sales organization can be thought of like a photograph album – where snapshots of every interaction the customer has with that firm’s associates are collected and stored.
The goal of the successful sales organization is to ensure that every one of those pictures reflects a positive sales experience. This is the idea behind “Owning the Customer Experience” – a concept we introduce in our recent report on sales effectiveness.
The first part of taking ownership of the customer experience requires a comprehensive focus on that entire album of snapshots. In other words, it’s the successful sales organization that maintains a holistic Customer Relationship Process – identifying the key phases of the sales cycle.
With this goal in mind, the significance of each snapshot – or defining moment – becomes absolutely clear. Each interaction is an opportunity within the CRP for a customer to assess whether your service is sub-par, mediocre or extraordinary.
So what’s the secret to Owning the Customer Experience? It’s simple, yet profound:
And building positive defining moments can be achieved by ensuring all sales personnel have:
- Core service skills
- Appropriate sales skills
- Firm grasps of their role
- Direct lines of sight to customer expectations
Build a perfect album of positive defining moments of sales and service, and the customer is more likely to think of your organization as a trusted business advisor. And that’s a memory you will cherish!
Sharon Daniels is CEO of AchieveGlobal in Tampa, Florida