How to Make an Emotional Connection with Your Customers

How to Make an Emotional Connection with Your Customers

Making an emotional connection with your customer is critical whether your in a B2C or B2B business. If you, or your employees, have an emotional connection with your customer they are more likely to be a long-term customer with higher value to you and your firm -- economically and emotionally. An emotionally connected customer will be more inter...

Tom Smith

Tom Smith

5 Reasons Social Media is About Relationships, NOT ROI

I read a lot of articles and posts of people questioning the ROI of social media. I find this discouraging and disingenuous. Social media is about creating, and enhancing relationships, not about making sales. People buy products and services, B2B and B2C, from people they know, like and trust. Social media is a great way to meet people, establish ...

Tom Smith

Tom Smith

Empathy Helps Obtain Consumer Insights to Accelerate Sales

Having empathy for your customers enables you to get more insights. When a customer, or a respondent in a one-on-one interviews, sees and knows that you care about what they have to say, they will tell you more. Regardless of what the data says, every person has a different story. Are you sincerely interested in hearing it? I believe it's incumben...

Tom Smith

Tom Smith

Answer These 12 Questions to Accelerate Sales

Engaged employees = engaged customers = more sales. Ensuring your brand is aligned with your customer experience is critical if you want your consumers to be engaged with your brand. Every interaction your customer has with every element of your brand (phone call into your company, use, seeing it in the community -- actual and online) has an impact...

Tom Smith

Tom Smith

Get Consumer Insights by Having "Fresh Eyes"

A lot of people I present my findings to express amazement at the types of things consumers (end users, employees and channel partners) tell me during the course of an interview. In fact, one SVP of sales who had been in his role for 20 years stopped me in the middle of my presentation to explain, "how did you get them to tell you about that, I've ...

Tom Smith

Tom Smith

Think Twice Before Cutting Prices to Accelerate Sales

It is unwise to pay too much, but it’s worse to pay too little. When you pay too much, you lose a little money. When you pay too little, you sometimes lose everything, because the thing you bought was incapable of doing the thing it was bought to do. The common law of business balance prohibits paying a little and getting a lot -- it can’t be ...

Tom Smith

Tom Smith

8 Reasons to Create a Customer Bonding Program

I have developed and implemented numerous customer, and prospect, bonding programs for clients, channel partners and employers over the course of my career. The objective of the programs is to enhance the company's relationship with its customer or prospects, after the saleis made, since any successful business' most valuable asset is its current c...

Tom Smith

Tom Smith

12 Ways to Adopt a "Customers For Life" Philosophy

Regardless of what kind of business you are in, you're in the service business. We're all experts in customer service because we're all customers. We buy cars, haircuts, groceries, dinners and hire plumbers. We know the difference between companies that treat us right and companies that don't. We tend to do business with those we know, like and t...

Tom Smith

Tom Smith

3 Drivers of Customer Satisfaction . . .

. . . and how to address them in the most cost-effective manner. The three primary drivers of customer satisfaction are: Response time -- the time it takes for the customer to get a response from a qualified person (i.e., someone who is going to attempt to resolve the issue) Resolve time -- the time it takes for the customer to get the issue resol...

Tom Smith

Tom Smith

The Importance of Face to Face Communications

Thanks to Carol Kinsey Gorman for her article, "What's So Great about Face-To-Face" (http://bit.ly/jm2UEd, membership required) in a recent edition of Communication World magazine. Ms. Gorman reminds us of the importance of face-to-face communications with the growing popularity of email, texting and social media. She references a recent study by t...

Tom Smith

Tom Smith