Dos lecciones unidas en una.
¿Alguno ha ido a una tienda y ha encontrado un buen vendedor y ha notado como todo es más fácil?
Yo si, reconozco que pasa poco, pero cuando pasa es algo muy cómodo. Te escucha, te aconseja y te asesora. ¿Os habéis dado cuenta que no he puesto la palabra te vende?Porque en realidad lo ideal es que compres no que te vendan.
A veces nos olvidamos que nos dedicamos a la comunicación comercial, tanto en la relación con el consumidor como con nuestro cliente.
Y nos olvidamos de las regalas básicas para una buena venta. Por eso me ha gustado mucho el post de Whitney Hess y su metáfora:
- Never keep a customer waiting. Every time I walk into my nail salon, all the nail technicians are busy with other customers. But the door has barely closed behind me before someone has looked up from their station, acknowledged my presence and asked what I was interested in doing today. Inevitably when I say a manicure, they’ll tell me to pick a color. It’s kind of genius when you think about it — deciding between the dozens of shades on the shelf can take me up to five minutes, and in that time someone has had the chance to finish with someone else and is now ready for me. It didn’t feel like I had to wait at all. What do you do to ensure your customers are ushered through the process without delay?
- Remember your customer. Every time I walk in, I’m greeted with with a hi and a smile. They know I’m a frequent customer, and they treat me as such. As they should. I don’t even want to add up all the money I spend there in a year. Do you acknowledge your recurring customers and make them feel valued?
- Provide consistent service. Every manicure I get looks almost exactly the same, no matter which nail technician I get each visit. I know exactly what to expect every time because the staff is well trained and methodical. There are no surprises and no inconsistencies. Can you say the same of the service you’re providing?
- Provide a relaxing atmosphere. As soon as I walk into the nail place, I’m a happier person. It’s a serene environment, quiet, soothing. All my tension just melts away. And heck, that’s what I’m paying for! The manicure is the product so to speak, but relaxation is the desired experience. I know I’m in good hands when I’m there. Do your customers feel safe and happy when they’re with you?
- Be gentle. Sometimes this stuff is painful! Cutting cuticles isn’t pleasant, and filing isn’t much fun either. But these women are always incredibly kind and sympathetic. They hold my hand gently, give me a soft cushion to lean on, and don’t make me reach too far. Are you as considerable to your customers?
- Keep the place spotless. Dozens of customers go through my nail salon on a daily basis, and they’re dealing with some gross stuff here — nail clippings, chemicals, dirty water, dirty paper towels, etc etc. But I never have to look at or think about any of it. The nail technicians are constantly cleaning up after themselves, sanitizing tools, keeping their stations nice and tidy. Being clean shows that they care, and it’s one of the main reasons I choose to go there over other places. No visual or olfactory interruptions. Do you keep the crap away from your customers?
- Get out of your customer’s way. Basically, the nail technicians do their thing and don’t bother me at all. They don’t try to engage me in too much conversation, require more than my hands extended in front of me, and pretty much don’t make me move. While they’re doing their thing, I get to stare off in the distance and try to forget about the 15 things waiting for me when I get home. The service doesn’t require anything of me at all, short of taking the money out of my wallet. Are you making your customers work for it?
- Post your prices. The nail salon offers a lot of services beyond just tending to nails, and the price list is highly visible right at the entrance. For people who’ve never been there before, it’s great to see what they’re getting themselves into as soon as they walk in the door — they need the appropriate information to decide if they even want to be a customer. I’ve seen plenty of women walk in, look at the prices, and quickly turn around. And that’s fine. Not everyone wants to spend $9 for something that’s gonna look like crap in a week anyway. But at least they were informed quickly and no one wasted their time. Are you upfront with your prices and allow potential customers to make informed decisions?
- Post rules visibly. Yes, even a nail salon has to have some rules. Sometimes rules are necessary to allow for a good experience for all. For instance this particular place requests that you don’t use your cell phone in the salon so as to not disturb other customers, and a polite sign is clearly posted so that there’s no misunderstandings. Additionally, they prefer tips to be paid in cash, and have a sign about it posted right above the cash register. It’s not a hard and fast rule, but it’s a strong preference so that the nail technicians can take home their tips at the end of the day. That’s something I can get behind. Are your rules and regulations explicit and easily understood?
- Provide technology both for convenience and pleasure. One of the main reasons why I choose to go to this particular nail salon over other ones in the area, even one right around the corner from my apartment, is because of the perks — high-powered hand dryers (that reduce the amount of time I have to sit around waiting for my nails to dry) and comfy massage chairs for pedicures. It’s the above and beyond stuff that makes me feel like I’m really being taken care of. When people ask what I do for a living, I tell them that I make stuff easy and pleasurable to use. Why are both important? Because easy doesn’t always equal fun. Making the experience delightful, entertaining and surprisingly lovely is what the customer will remember. Are you giving your customers a reason to love you, or just doing the bare minimum?
Se trata de recordar que todos somos usarios no solo vendedores, y que los vendedores no venden sino que generan compras.
- Nota mental: “nunca olvidarlo cuando crees un proyecto tanto para el usuario como cuando se lo quieras vender al cliente”
Lo que me lleva a la segunda lección del día, que surge de mis dudas de como conseguir vender un producto, y después de un gran consejo que se resume en que siempre quede claro “qué, cómo y porqué”, me encuentro con esto:
- Admit you have a problem. Having a methodology is a great first step. Especially if you’re trying to break new ground. It will be tested by reality. As Ulbrich says, it’s not just the special effects or the technology, it’s how they contribute to serving your business. You need to believe in your vision to persist to the final product.
- Break the problem down. It’s easier to solve a problem when you can break it down into manageable steps. At the same time, all of these steps need to belong to a system for the final product to be coherent, to work towards your objectives.
- Identify what’s between the markers. UIbrich talks about needing the information that was between the markers. To do that, he completely moved away from the technology of the day. What’s between the markers are the subtleties and nuances of the conversation. All of the expressions, exchanges, and experiences the status quo is not satisfying anymore.
- Walk away from standards. The fact that where we are today was invented should be an incentive to step back and think about what other ways there are to solve your problem. Focus on the problem to solve, and not on the tools and you may be surprised on what you can find or invent. You may look at what other industries are doing to solve a problem similar to yours.
- Use a technology stew. Content marketing is much closer to public relations today, for example. The idea is to create your own proprietary platform on which to integrate all the various pieces so that they work together. Could there be a marketing action coding system (M.A.C.S.) that activates your business? Technology also means leveraging your data points smartly.
- Sandblast the edges. Keep testing under real life conditions. Ulbrich states that one thing the technology could not get was the intent of the actor.
En resumen como dice El libro de la guerra de Sun Tzu (no son palabras textuales): Antes de iniciar una batalla asegurate de que vas a ganarla. O que vas a ser capaz de venderla.