Recently hailing from Dallas, Tripp is the new General Manager of Mercedes/Porsche/Audi of Albuquerque. In this podcast, Tripp will speak about the effort that led his dealership from #181 of 221 in client satisfaction to #1 of 221 in client satisfaction nationwide in only 9 months, and the insights he gained from that experience.
Word of Mouth Blog
As I mentioned in the last post, potential customers are used to ignoring your marketing and advertising. While testimonials are a great way to communicate that customers are happy with you, they leave out the hard facts. How do you communicate product or service benefits that your potential customers can trust? How do you show potential customers that you have a track record of delivering results? You have to present the facts of your business through the lens of one of your loyal customers.
You have to build a narrative around your customer experiences by capturing the journey they take with your business. The best case studies primarily tell the story of your customer and how they were positively affected by your product or service. When done right, it sends a very powerful message about the value that you offer through your business.
What makes for a great case study?
1. Introduce your customer: Begin with your customer’s story. Introduce your customer’s business and the problem they faced before being introduced to your business.
2. Talk about the discovery process: Did they try any other solutions, or try your competition first? Why didn’t that fit their needs? Talk about how they found your business and what caused them to realize your business was the answer to their initial problem.
3. Introduce your solution: How did your business fix the problem? Feel free to brag about the effectiveness of your business here but remember that you are primarily telling the story of your customer and their experience. How did your business save the day in this specific instance? Include obstacles your business had to overcome in providing a solution, if any.
4. Detail the results: What are the most compelling results you have to demonstrate in this case? How do they relate to the initial challenge your customer faced? Here is where your customer story concludes with results. You can include a before and after, show increased sales, quantify customer savings, and/or ROI.
Whether you use video, audio, or text to communicate your case study don’t lose sight of your customer experience and you will send the right message every time.
Click here to view an example of a boomtime customer case study.
Potential customers are used to ignoring your marketing and advertising. Even if they’re interested in your message, they’re inundated by advertising across all of their devices and are more likely to miss your messages as a result. Even if you are able to cut through the clutter, unless you’re a well-known brand, you may not have built enough trust with your customers for them to buy your products or services.
So, how do you break through the clutter and distinguish yourself with a message your potential customers will trust?
One of the best ways to build trust with your potential customers is to demonstrate the success you’ve had with your current customers. Testimonials provide the perfect opportunity to showcase your skill in solving unique customer challenges that set you apart from the competition. They allow people to relate to others in similar circumstances, creating a powerful draw toward your brand.
However, not all testimonials are created equal. A good testimonial should include the following elements:
1. It makes a distinction between you and your competition
Your potential customers need to know why they should choose your business over others who have similar offerings. Try and contrast your business with a comparable product or service that didn’t work so well for your customer.
2. It backs up your advertising message
Your testimonials should communicate specific benefits of being a customer of your business. If there are certain claims you make in your advertising, testimonials are a great way to prove your business really can deliver results.
3. It is relatable for your potential customers
You should choose testimonial subjects who reflect your customer base. Taking the time to describe your customer and a specific challenge you helped them overcome can go a long way to making them more relatable to your potential customers.
Successful testimonials give your potential customers the opportunity to understand how they will benefit from doing business with you, assuage any fears they may have, and help them distinguish you from the competition.
Who are testimonials for?
Testimonials are good for any business, but you should especially use them if your results are difficult to quantify. If your business sells complex solutions, you will want to consider creating a case study to explain why your product or service is a good investment.
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Expanding and growing your business is as much a matter of mindset as taking consistent action steps toward your goals. In this podcast, Nicole Tobiassen, one of the top-ranked coaches in the world, will teach you how managing your thoughts, creating a positive culture, and dreaming BIG will help you create a business that outlasts you and supports the life of your dreams. As the co-founder of ActionCOACH NM, Nicole has helped hundreds of business people achieve and exceed their goals.
Want to get more out of your business?
Pick the low hanging fruit – customers who already know you. Stay top-of-mind with regular, valuable communication and easily generate repeat business and create referrals.
It’s what the winners do: when you’re a customer of a major brand, they constantly stay in touch, building their presence, making sure you don’t forget them.
Email is the best way to do exactly that, generating 40 times more customers than Facebook and Twitter combined, according to a study by ExactTarget. Everyone has at least one large brand they interact with via email. It is the most desired form of communication by consumers for receiving communications from brands and it is the most effective.
How do you deliver information in a way that keeps you top-of-mind?
First, you will want to put together a content schedule and decide how often to contact your list. A good rule of thumb is to send an email every two weeks. If your sales cycle is more frequent and your customers buy more often, you might want to send an email every week. You will want to pay attention to trends in how your audience reacts. Remember: When in doubt, test. Every now and again try sending an email in the morning instead of the afternoon, on a weekend instead of the weekday, test out different email subject lines. Take note of the results and change your strategy based on the data.
Next, fill your schedule with the information that best meets your customers needs by educating them about what you have to offer and how it differs from your competition. Your current customers are the most likely to be interested in promotions and specials and are your best bet for buying new and improved versions of your products. Just remember to keep your communications benefits based. You know your customers needs and concerns. If you maintain a focus on helping them address those needs and concerns you will be more likely to catch their attention.
Then, share your email across your social media platforms to increase your reach. Social media shares aren’t likely to result in direct sales, but in this age of educated consumers, you can count on your customers scanning your social media to research your brand.
Plan on 3-5 hours to develop each email campaign, including compelling visuals and the right mix of different types of content
Getting and keeping the attention of your potential clients long enough for them to understand what you have to offer is critical in any business, but what if you have to stay Top-of-Mind for 6 to 15 months?
Las Ventanas Homes of Albuquerque is an award winning custom home-builder and client of boomtime. They have won numerous awards for design and sustainable home-building and are considered one of the best in the industry. That’s because the owners of Las Ventanas, including owner/operator Scott Ashcraft leave no detail of their business unattended.
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With three generations of experience, Las Ventanas understands long sales cycles and the importance of staying in front of their clients from first contact to closing the deal. After all, there are an average of 52 touch-points between a home-builder and a potential buyer before the potential buyer decides to make a purchase. Being a responsible seller requires that they nurture a potential client – for upwards of a year – to give them the resources it takes to make an informed and worthwhile decision.
How does Las Ventanas stay Top-of-Mind during such a long term buying cycle?
Staying Top-of-Mind long-term is not easy. A potential home-buyer requires a lot of information. Most will use every resource at their disposal to learn about the home-builder and building process. After all, buying a home is the largest investment most of us will make in our lives.
For Las Ventanas, Top-of-Mind awareness starts with a beautiful, mobile responsive website. We built a website that captures the feeling of the modern spacious homes they produce. It serves as a 24/7 member of the sales team constantly collecting referrals, and providing important information. Prospective buyers volunteer their contact information in exchange for a valuable home buying guide. This tells Las Ventanas who is interested in buying a home and starts a conversation.
Then, we help Las Ventanas stay in touch with potential buyers through email, educating them about their process and business practices along the way. This is how we help our clients build lasting relationships with their customers. Through a long-term, transparent view of the business, customers learn exactly what benefits Las Ventanas has to offer and what sets them apart.
Regular communication not only educates their potential buyers, but it also puts them at ease, setting the right expectations before the buying process begins.