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If the only tangible your customers receive from you is a
presentation and an invoice, you are headed for trouble.
Your customers want value and their value equation is simple:
Value = Your Customer’s Expectation of you + or – Your Customer’s Actual Experience when they do business with you.
Here is the good news. YOU control both ends of this important equation. Value is a perception rather than a reality, and you have the tools to create realistic expectations and take credit for over-delivery on those expectations.
Many salespeople, however, in a frantic effort to capture a sale, make promises and build expectations they cannot possibly exceed. And just meeting the customer’s expectation does not deliver the positive value perception you need to build strong customer relationships.
What is even sadder, some salespeople who do deliver an experience greater than the expectation, do not take credit for doing so!
Do you deliver an impressively written wrap-up report after each of your major campaigns, complete with photos of customer traffic and outlines of what you did over and above what was contracted for? Do you conduct a post-campaign analysis to make each campaign better than the last? Do you ALWAYS under promise and over deliver and have a paper trail to prove it?
Radio has often been defined as an ‘intangible’. The dictionary defines tangible as ‘able to be perceived by a sense of touch’.
Delivering comprehensive wrap-up reports to your clients, with scripts, schedules, photos and more, can actually make their radio investment tangible!
If the only ‘paper’ from you in your customer’s file is your attempt to get an order (your presentation) and an invoice, you are missing the boat.
Account executives who deliver tangible evidence of their over-delivery in the form of a written wrap up report soon find themselves immune to pressure from competitors who do not manage the experience side of the value equation
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