{"id":1206,"date":"2017-04-26T12:27:55","date_gmt":"2017-04-26T12:27:55","guid":{"rendered":"http:\/\/www.wensmedia.com\/ens-on-sales\/?p=1206"},"modified":"2017-04-26T12:27:55","modified_gmt":"2017-04-26T12:27:55","slug":"harness-the-power-of-the-paper-trail","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/harness-the-power-of-the-paper-trail\/","title":{"rendered":"Harness the Power of the Paper Trail"},"content":{"rendered":"\n\n\n
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If the only tangible your customers receive from you is a <\/strong><\/em><\/p>\n

presentation and an invoice, you are headed for trouble.<\/strong><\/em><\/p>\n

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Your customers want value and their value equation is simple:<\/p>\n

Value = Your Customer’s Expectation of you + or – Your Customer’s Actual Experience when they do business with you.<\/p>\n

\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 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.<\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 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.<\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 What is even sadder, some salespeople who do deliver an experience greater than the expectation, do not take credit for doing so!<\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 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?<\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Radio has often been defined as an ‘intangible’. The dictionary defines tangible as ‘able to be perceived by a sense of touch’.<\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Delivering comprehensive wrap-up reports to your clients, with scripts, schedules, photos and more, can actually make their radio investment tangible!<\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 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.<\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u00a0Account 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<\/p>\n

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ENSMedia Inc.<\/a>\u00a0705-484-9993<\/h4>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"

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. \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[176,134,336,218,338,121,337],"class_list":["post-1206","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-expectations","tag-over-deliver","tag-paper-trail","tag-perception","tag-tangible","tag-value","tag-wrap-up"],"yoast_head":"\nHarness the Power of the Paper Trail - ENS on Sales<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/harness-the-power-of-the-paper-trail\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Harness the Power of the Paper Trail - ENS on Sales\" \/>\n<meta property=\"og:description\" content=\"If the only tangible your customers receive from you is a presentation and an invoice, you are headed for trouble. 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