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FAIR WARNING:
How you prepare for the new customer will determine your long-term success.
REALITY:
While your customers were away, online has officially taken over. It's the new showroom and
comparison shopper. You can chat, or phone in a heartbeat. You can see every option and
some you never knew existed. It's fast, it's accurate, and anyone can choose anything, any
time of the day or night.
Yes, the Internet has been there for a few years, but it has taken a firm hold as a trillion
dollar option for consumers and customers every place in the world. Your world.
Here are some examples of "different" on the business side. Restaurants, Cleaners, Barbers,
Hair Salons, Car Repair, Small to Medium size companies, long standing neighborhood
businesses, - and that's the short list.
And the customer is different too. Way different.
Let me give you the details of what the new customer (both business and consumer) looks like:
* They're going to decide somewhat slower. They've been hesitating for more than a year.
* They will not be doing business the same way it's been done before.
* They're online. Checking out your website - and your competitor's website.
* They're socializing. Telling everyone what's happening in their world and the world.
* They're blogging about their experiences with you, for the world to read.
* They're search the Internet, not yellow-paging.
* They're using his mobile device to do darn near everything.
* They're WiFi-ing from hotel room, on the plane, at the coffee shop, and at home.
* IF they're reading a paper, or getting the news, it's online.
* They're looking for ease of doing business with you.
* They want a relationship.
* They want, need, and expect GREAT service after the sale.
* They do not want to wait for anything or anyone.
* They need help and expert advice.
* They're looking for ideas and answers.
* They knows as much about your product as you do.
* They know MORE about your competitor's product than you do.
* They expect someone to answer the phone when he calls that can actually HELP.
* They no longer trusts the institutions he used to hold sacred.
* They needs to be understood and feel your sincere concern.
* While you are qualifying him, they are qualifying you.
As you're thinking about (and making excuses about) these statements, you better be
thinking about your answers and responses to them.
And you better be making the strategic decisions and game plans to make them happen.
After reviewing these statements, ask yourself this BIG question:
Will your new customer buy from you, or your competition?
| WHERE are the new customers? |
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