Sales Minute: The Customer Experience

The experience you create for your customers is the largest difference between you and your competitors.

In this economy, some people will say it’s all about price, but I definitely disagree. Your clients do not stay with you or choose to do business with you because of your price. They choose to stay with you because of the experience of doing business with you.

Believe it or not, it’s not your truck, your price, your shred size or even your certification that attracts prospective clients and retains existing ones; it’s the experience of doing business with you.

Why do people stay with the same bank, doctor, exterminator, auto repair shop or destruction company for years? Because the owners and the staff make them feel like a valued customer. They love the customer experience. They feel like they belong there. Their vendors create a memorable business encounter.

Do your clients feel this way?

Here are some ways to create a memorable or unique customer experience:

After creating a memorable experience for your clients, get testimonials from them illustrating what it’s like to be your company’s customer.

Get ahead of curve and your competition and create a customer experience that enables you to command premium pricing and increased customer loyalty and retention.

Ray Barry is vice president of Total Product Destruction and president of Total Training Services, which operates The Shred School in Spartanburg, S.C. He has helped and trained more than 175 companies in the document destruction industry to grow their businesses. Previously, he was part of a shredding company that was named twice in Inc. magazine as one of the fastest growing privately held companies in America. Ray can be contacted at raybarry@totaltrainingservices.com  or at (864) 699-8417.