What To Do When Customers Get Slippery

Bob announced, “The grits aren’t bad specially since I’m in
the upper left corner of the country instead of home in Dixie.”



Customer considering LaptopThat’s when the rest of us knew why he’d picked this place
to meet.



Gail asked what else was on his mind.



“Well,“ he said, “I been thinkin’ about a problem some of my
clients are having with slippery customers”



“Slippery?” at least three of asked.



“You have to understand,” Bob explained, these are companies
that have been around a while. For them, customers were like rocks. They bought
the brand. They always came back. They never had a bad word.



Now, all of sudden they are gettin’ slippery. They’re
talking to each other and they keep pushin’ to get things done their way.



Used to be that we could pretty much figure on getting them
to try the new products and keep on buying the old ones right on schedule, but
not any more.



Chris was nodding so I asked, “You understand this?”



He said, “Yes. The world is changing faster than even guys
like me care to think about it. I saw a study the other day that reported that
62% of consumers prefer to go on line for at least part of their shopping.”



“So how can we help Bob?”



Chris volunteered, “Make sure you use all the media the
customer consumes.
I’m betting these companies aren’t doing as much on line as
they probably should. You can put some effort there and it will pay off immediately.”



I suggested, “Go for conversations instead of commercials.
One of the things I try to get people to understand in 30 Second Marketing is
that you have to stop talking at people and start talking with
them.



Kate, ever the sales guru said, “Make it intimate, fun and personal
for each and every customer
. Use the available technology to make the
experience memorable. They will come back for more. I guarantee it.



Gail put the icing on the cake saying, Think of customers as
strategic partners
. Whether you like it or not in today’s world they are as
much your brand as anything else.



Bob summarized, “So what y’all are sayin’ is that to
maintain the brand in today’s world we have to deliver on all the promises we
made in the past, talk with folks in all the ways they want to communicate and
make ‘em family. Right?”



Our southern boy Brand expert gets it. Any more suggestions for
Bob? Let us know.


30 Second Marketing will be on sale at Jerry’s web site by
the end of the month.
Learn about that personal networking skill and his expertise
in Trust-based Marketing at www.JerryFletcher.com


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