Is it easy to do business with your company?
Stop losing customers!
Increase your brand equity and customer lead generation results by making it easy to do business with your company.
Customers often see your products as similar to those of competitors, making it difficult for yours to stand out. You can differentiate your company and its products or services in ways that will make lead generation easier with a significant impact on revenues.
Ask yourself, how can you eliminate any barriers or hurdles from your prospects’ and customers’ experience?
Doing so will help you differentiate your company and its products or services in ways that will make lead generation easier with a significant impact on revenues.
In addition, this will help build your brand equity by ensuring that your prospects and customers have a positive experience interacting with your company or its products and services. The small things such as promptly responding to inquiries do make a big difference!
As a B2B marketer, your job is to guide your company in providing the best possible experience at all points of contact. For this reason, I recommend that you take some time to observe where there are gaps and flaws in guiding people through their buying process with ease. In addition, improving your interactions with prospects and customers will help ensure they become (and stay) happy customers who keep coming back for more!
Are you losing customers and business due to time zone differences?
For example, suppose your company is in the West. What happens when a prospect or customer calls from Boston or Miami at 8 am her time to request information, pricing, or place an order? Or, if you are in the East, what happens when a customer from Los Angeles or Seattle tries to reach your company at 4:30 pm his time? The odds are that no one is answering the phone. Perhaps this is costing you a fortune in lost business-especially if your competitors are picking up the phone when the same customer tries them.
When calling your company’s 800 number, do callers reach a “live” person, or are they immediately shunted to voice mail?
Once in voice mail, are they able to press “0” to immediately talk to a person, or do they get stuck in voice-mail hell?
On your website, do you keep prospects and customers at arm’s length by making them submit a “Contact Us” form, or can they click on a rep’s name and dash off an email?
How easy is it to find your company’s phone number or a local contact?
Can prospects or customers easily find directions to your business?
When people request information online, via your 800 number or the web, how long does it take for your company to send out the requested information?
Do you project a service-driven image by quickly responding to inquiries, or do you let their requests accumulate until it is convenient for you to respond? With customer lead generation, it’s best to get the information to them right away.
How easy is it to request your information online?
Do all your Web forms work?
Do you force prospects to fill out long forms before they’re “allowed” to view or download your offers?
Do you send enough information to assist the prospect in moving forward with a buying decision?
Or do you restrict your sales information because you don’t want it seen by competitors?
Does your response information package include the names, addresses, and phone numbers of the appropriate salespeople, reps, dealers, or distributors? Or do you make prospects call you again to find out where to buy?
The bottom line: Make it easy for people to do business with you. You increase brand equity and customer lead generation. You will also decrease the likelihood of prospects buying from another company invested in these small but significant areas.