I sYourCust omerPayi ngAt t ent i on?
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I sYourCust omerPayi ngAt t ent i on?
WeAr eNotPayi ngAt t ent i on Li f emov esf as t .Bl ur r yi magespas susbyaswet r avel ,i nt er ac tandj ustseekt okeep up.Mar k et i ngbecomesi nv i s i bl eandat t ent i oni ss c ar ce. Ev er y t hi ngi seas y .That ’ st hec r edi tofgr eatt ec hnol ogy ,engi neer i ngandt ool s .Yet ,t he i r onyi st hatonl yaf ewmess ageswi l lc onnec tandappeal .Thi si swher et hebat t l ei s.I t i snoti nengi neer i ngandt ool s .I ti si ndes i gnandc r eat i v i t y . AndyWar hol s ai d,“ Thebes tar ti sgoodbus i nes s. ”Bus i nes s est odaymus tpr ac t i c ear t asawayt oc onnec t .Theaut omat ons,c opy c at sand“ c ol or i nt hel i nes ”cr owdar ebei ng l ef tbehi nd.Theyar el os i ngcus t omer satt hev er ypoi nti tmat t er smos t–t hef i r s t i mpr es s i onandbuyi ngex per i enc e.Youmus tgetat t ent i onandbui l dwi t hcr edi bi l i t yt o wi ni nt heat t ent i oneconomy .Yourcust omeri sbor ed.Howwi l l youmak eyourval uean ex per i enc et obuy ?
I sYourCust omerPayi ngAt t ent i on?
Hel p,IWantToBuy Thebus i nes s est hats t r uggl et odayt y pi c al l yar eoutoft ouch.Theyhavel ear nedamer e s el l i ngpr oc es swhi c hf ul f i l l sdemand.T oday ’ sc us t omerhast oomanychoi cesatt hei r f i nger t i psandt ouc hsc r een.Whi l eas el l i ngpr oc es smayhav ewor k edi nt hepas t ,t he newec onomydemandsabuy i ngpr oc ess.Noonewant st obesol d.Wel ov et obuyi f t heex per i enc ewoosus .Wehav et oomanyc hoi c esot her wi s e. Buy er sar egoi ngt oc ompar ey ouwi t hs omet hi ngIf eels af ewi t h.Abuyerwant ss omet hi ngbas edonwhatt heyar el ook i ngf or .Theyc anf i ndanyt hi ngont hei nt er net .Thi nk aboutGoogl e’ ss uc c es s .Googl ehasbecomeamul t i bi l l i ondol l arc ompanybas edon s ear c h.Thewebi sanenor mousamountofdat awhi c hor gani z esi t sel ft hr oughsear c h. Wedonotbuyl i keweus edt o–r et ai l s t or es ,yel l owpages ,news paper s,magaz i nes , c at al ogs ,et c.Wes t ar tbyGoogl i ngwhatwear el ook i ngf or .Thebuy eri ni t i at est he pr oc es s .Theyhav ei nmi ndwhatt heyar el ooki ngf orandcani nst ant l ysear c hf ori t . Peopl ewi s ht hei nt er netwoul dgoaway .I twi l l not .I tcont i nual l ygr owsandi sr ef i ned.I t i sac ont i nual mov i ngt ar get .Peopl ear econnect ednotonl yatc omput er s ,butal sowi t h mobi l edev i c es .Thewor l dhasbec ome“ j ust i nt i me. ” Asas el l er ,i fy ouar enotc hangi ngwi t ht hebehav i or sandpr oc ess esabuyeri st ak i ng, t hent hes poi l sofasal ewi l l bewi t hy ourc ompet i t orwhoi sf ocus edonbuy i ngpr oc es s es .Thi sr equi r est hi nk i ngandexec ut i onofawebst r at egywhi chc onnect swi t h i nat t ent i v ebuyer sandnur t ur est r us t .I ti ssel l i ngbydes i gn.
I sYourCust omerPayi ngAt t ent i on?
Ar eYouTher eWhenYourCust omerWant sToBuy? I n2003,ac ompanywhoputadwor dsi nt oac t i onwoul dgetbus i ness .Thencompet i t or s s t ar t edget t i ngt hehi ntandpos t i ngt hei radwor ds.Ty pi c al l y ,t headwor dspoi nt edt oa c ompany ’ swebsi t ehomepage.Adwor dsar enol ongeras ec r et .Ever y onef i gur edout t heycoul dbuyl eadsandmeas ur er es ul t s . Asbuy er s ,wehadadi f f er entwor l d.Ther ewer enotahundr edemai l si nouri nbox.We s t udi edt hebr oc hur ewebsi t esl ai doutf orusbys el l er s .Wewer eat t ent i v e. Themul t i pl evar i abl eswhi c hhav eaf f ec t edusasbuy er sandt hedynami c sofwebpr es ent at i onhav echangedi nas hor tamountoft i me.St udi esc ont i nuet os howashor t er i nt er v al ofat t ent i ononwebpages .Wear ec l i c k er sandwedonots t ayl ongonone pageasweusedt o.Thus ,t hes i mpl es t r at egyofput t i ngupadwor ds ,hav i ngapr os pec t c l i c k ,andgot oahomepageusedt ol eadt os al es .Today ,t hi ss t r at egyonl yl eadst o s pendi ngunnec es s ar yadv er t i s i ngdol l ar s. Thepr ocess ,mes s age,des i gn,andov er al l exper i enc emustengaget hepr ospect ’ s s ens esi mmedi at el ywi t houtr equi r i ngwor k .I thast obec l eandes i gnt owar dsas i ngul ar r es ul t .Thi si st hebuy i ngpr oc esswhi c hmustbedesi gnedf oranynewec onomycompanyt os uc ceed.Thes t epshav et obet houghtt hr oughandt hemess agemus tbe r el ev antqui c k l y .Communi c at i onsf orf ol l owupbas edonac ust omer ’ sact i onsmus tbe j us t i nt i me.Mos tsal es peopl ec anr ec ogni zet hatl at ef ol l owupdec r eas est heoppor t uni t yt oc l os eas al e.Thi si sbecaus et i mecr eat esi r r el ev ance.Ther ei sanur genc yanda
I sYourCust omerPayi ngAt t ent i on?
Ar eYouTher eWhenYourCust omerWant sToBuy? poi ntt oabuy er ’ ssear c h.Thi swear sawayasdi s t r ac t i onsdi spl acet hemi nds har eof t hepr os pec t . Thewebs i t eexper i enc eofapr os pec t i v ebuy ermus tbeonei nwhi cht heyar ec ommuni c at edwi t hbas edont hei rac t i ons .Thes ec anbemeas ur edex pl i c i t l yf r om dat ai nput s att hewebs i t eort heyc anbegat her edv i as mar tsy st emswhi cht r i ggerof fofpr epr ogr ammedr ul es .I ti sapr oc es sofdes i gnwhi chmustexec ut et het i mi ngofc ommuni cat i onswhi c hi sr el ev antandt i mel
I sYourCust omerPayi ngAt t ent i on?
Avoi dBei ngI gnor ed I ti seasyt oputupawebs i t ej us tt ohaves omet hi ngoutt her e.I ti seas yt os endan emai l andc ommuni cat e.I ti seas yt ogett hi ngsdone.Howev er ,get t i ngt her i ghtt hi ngs donei sanar t .I tt ak est al ent ,f oc usandanacumenr egar di ngt henuancesofy our buy er .Youar ei gnor edwheny ouar enotr el ev ant .Whenyoudonotdat ey ourc ust omer andonl ywantt omar r yt hem,y oubecomei r r el ev antqui c k l y .Thec ust omeri sl ook i ng f ori nf or mat i onatt hev er ybegi nni ngst ages.I fy ouar enotpos i t i onedcor r ec t l yandy ou pr ov i decl os i ngdoc ument s ,t heny oumi s st hec us t omer .Youar ei gnor ed. Fur t her mor e,wehav emor et hanweneedofanyt hi ng.Ther ear et oomanyc of f ee s hops ,t enni ss hoes,s of t war e,magaz i nes,i ns ur anc eandspor t sequi pment .Wec an f i ndwhatweneed,andt her ei sal way sac ompet i t or .Thus,t hecus t omerseesev er yt hi ngasac ommodi t y .I fy ourv al ueof f er i ngdoesnotr i s eabov et hecommodi t ynoi s e andi spr es ent edi ns uc hawayt ohel pt hecust omerper cei veadi f f er enc e,t heny ouar e i gnor ed.I tal l l ookst hes ame. Bei ngi gnor edi st hec ons equenceofnotbei ngr emar k abl e.Remar k abl er equi r esc onnec t i ngwi t ht heemot i onsoft hepr ospec ti ns t ant l y .I ti st hedi f f er encebet weengr eatar t andobs c ur ephot ogr aphs.I tmustr es onat eandhel pt hepr ospec tconnectemot i onal l y .
I sYourCust omerPayi ngAt t ent i on?
Avoi dBei ngI gnor ed-( cont i nued) Hel pi ngt hec ust omerunder s t andt hei rpr obl em andar t i cul at i ngi ti scr i t i cal .I fy ouar e wor l dc l as s ,y ouwi l l hel pmebuy .Thepr obl em i swel l pr esent ed. Whati st hepr obl em t hatyourpr oductors er v i c ei sseeki ngt os ol v e?I si tbor edom, pai n,heal t h,anx i et y ,ori nc onv eni enceamongmanypossi bi l i t i es?Beconcr et e.The pr obl em def i nesy ouroppor t uni t y .Youar ei gnor edi ft hepr obl em i snotpr es ent edi na waywhi c hmak est hepr os pec tdes i r ewhatt heyper c ei v easv al uabl e. I fy our es onat e,t hepr os pec twi l l wantt oengageandk nowwhatt henex tst epi s .Si t es t hatc r eat eamenuofc hoi c eshi ndert hebuy i ngpr oc es sandj eopar di z eoppor t uni t i es . Wes hutdownwhenpr es ent edt oomanyc hoi c es.Hel pyourpr os pectbuyt hr ough c onc r et e,i ndi v i dualc hoi c es .Thechoi c esar i sef r om t hi nk i ngt hr ought hepr oces s.Too manychoi c esr epel t hebuy er .I st henex tst epameet i ng?Awhi t epaper ?Aphonec al l ? Mak ei tc onc r et e.Mak ei tmak es ens e.Mak ei ts i mpl e.
I sYourCust omerPayi ngAt t ent i on?
WhatYourCust omerDoesWi t hI nf or mat i on Thef i r s tenc ount ery ourc us t omerhaswi t hyourbr andhasl i t t l et odowi t hor der i ngyour s er v i c eorpr oduc t .I ti spr i mar i l yaboutobt ai ni ngi nf or mat i oni nor dert omakea dec i s i on.Youmus thav ev al uabl ei nf or mat i onwhi chhel pst hem dot hef ol l owi ng: *Seey ourbr andast het houghtl eaderi nyourdomai n *Remembery ourpr es ent at i on–l ookandf eelofy oursi t eandv i s ual ex per i ence *Eas i l yac c es si nf or mat i onv i ac l i ck s,l ay out ,et c . *Maket henex ts t epss i mpl eandc onc i se *Fr amehowt omak eadec i s i onandmak et hedeci si onf ory ou,notyourcompet i t or *Seey ouasdi f f er entbey ondpr i c e Yourc us t omergat her si nf or mat i oni nt hef i r stst agesofbuyi ng.Theyar el ook i ngt owho pr ov i dest hi sv al uei nawayt hathel pst hem abs or banddec i deoni nf or mat i on. Tr ys hoppi ngf oras er v i c el i k ey our sbys t ar t i ngi nGoogl e.Seewhatyoucanr emember ornav i gat e.I ti sl i k el yy ouwi l l enc ount eraggr es s i ves al espi t c hes ,c l ut t er edi nf or mat i on s i t esorunc l earnex tst eps .Thi si swher et hebat t l ei swonorl ost .Thedesi gnoft hef i r s t enc ount er smus ts t ayi ns t epwi t ht hebuy er ’ smi ndsetj us tasadanci ngpar t nerhast o k eepi nst epf oranel egantexper i enceont hedanc ef l oor .Yourc us t omeri snotr eadyt o buyont hef i r s tdat e.Theyar el ook i ngf orc r edi bi l i t yandeas eofus e.Thati sc r i t i cal and t hi si swher edes i gn,r at hert hani nf or mat i on,pr ev ai l st ocommuni c at et hev al ue pr opos i t i on.
I sYourCust omerPayi ngAt t ent i on?
NoSal esRepNeeded Hav ey ouev ert houghtaboutwhyas al esper s onexi s t s?I nani deal wor l d,aper son want i ngt os ol v eapr obl em woul dbuybasedonper f ec ti nf or mat i onandchoi c e.I nt he ol dec onomy ,t hes al esper s ons er vedt of i l l t hi sgap.Thewor l dwasf arf r om per f ec t ;we neededac onc i er get ohel peduc at eusandmak ec hoos i ngs i mpl er . I nt henewec onomy m ,t hewor l di sbec omi ngmor eper f ec t .Get t i ngi nf or mat i oni seas i er . Howev er ,t hedef i ni t i onofpr obl emss pec i f i cal l yc ans t i l l bedi f f i c ul t .Ver yf ewbr andsor c ompani esar t i cul at et hebuy er s ’ pr obl em c oncr et el y .Thebr andst hatdot hi sar e ef f ec t i v eatc onnec t i ngwi t hbuy er sandhel pi ngt hem s ay ,“ Yes . ”I nt hi smodel ,t hes al es per s onl os esherv al ue,j us tasExpedi ahasdi spl ac edt het r av el agent .Sel f s er vi c e meet st hegoal andenabl est hebuyert ogett ot hedeci s i onpoi ntf ast er . Thi nkaboutwhyy oumayhavesal espeopl ewi t hi nyourbus i ness .Whati ft hei rf unc t i on wassy s t emat i z edandmadeeas yf ora24/ 7exper i enc ef ort hebuyer .Yourbuyerwant s t obuywhent heywantwi t hmi ni malengagement .Theyengagewhent heyf eelr eady , enl i ght enedandi nt el l i gi bl e.Thi nkaboutt hemas samountofmoneydr ugcompani es hav epour edi nt oeduc at i onandpr omot i oni nor dert oc hanget hedi al oguebet ween doc t orandpat i ent . Anef f ec t i v ebuyi ngwebs i t ewi l l mak et hej oboft hes al esper soneasi erbypr epar i ng t hebuy ert obei nabuy i ngdi s c us si on.Posi t i oni ngwi t hpr oc es si sapower f ul c ombi nat i onwhi chal l ev i at est heex pensi v eneedf ort hes al esr ept aki ngonbur dens onc eas s i gnedt ot hem byi nef f i c i ents ys t ems .
I sYourCust omerPayi ngAt t ent i on?
WhatI sMyPr obl em T ooof t enwebs i t espr es entt hesol ut i onbef or ei dent i f y i ngt hepr obl em.Thedes i gnand f l owofhowy oupr es enty ourv al uepr oposi t i onmus tbepr ecededbyyouri dent i f i cat i on wi t ht hec us t omer ’ spai n. I magi negoi ngt oadoc t or ,ands hes t ar t st opr es cr i bedr ugswi t houthear i ngabouty our pai n.Thi swoul dber i di c ul ousi nmedi c i ne.I ti snodi f f er enti nbus i nes s.A ones i zef i t s al l pr es ent at i onoft hes ol ut i onmi s s est hebuy er .Thebuyermustf eel you i dent i f y i ngwi t ht hei rpai n. I fy ousel l as er v i c e,desc r i bet hepr obl em f i r s t : *Doy ous t r uggl ewi t hget t i ngac us t omer ? *Ar ey ouf eel i ngdepr ess edc ont i nuous l y ? *Ar ey ouhav i ngdi f f i c ul t yc onnec t i ngwi t hy ourt eenager ? *Ar ey out ec hnol ogys y s t emsmor eofabur dent hanas s et ? I dent i f y i ngwi t hy ourc us t omer ’ spai ni saboutt hem.I ti snotaboutyou.Gi v i ngsol ut i ons bef or eunder s t andi ngs omeone’ spai nmi s s est hebuy i ngexper i ence.I tmoves as s umpt i vel yi nt os el l i ngwi t houtper mi s si on. I ti sc r i t i c al t ogai nper mi ss i onbef or eof f er i ngany t hi ngofv al ue.Thev i r t ual exper i enc e mus tc onnec twi t hpai n.Pus hont hepai nt hr oughar t i cul at i onandvi sual c ommuni c at i on.I ft hec us t omeragr eeswi t hy oui nt haty oupr eci s el ypushedont he pai n,t heny oursol ut i onbec omesent i c i ng.
I sYourCust omerPayi ngAt t ent i on?
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