Bigger Sales are Drawn from the Bigger Picture
There’s a reason our Blueprint process is the first step in every relationship with every client. And there’s a reason some of our clients feel a bit perplexed in the process. By the time they’ve gotten to know us well enough to realize that we’re as incentivized to increase their sales as they are, they’re eager to get started.
At that point, the Blueprint can feel like we’re taking a step back. But we’re not: rather, we won’t take another step without completing that 50-plus-question questionnaire with each new client.* Some of the questions focus on operational strengths and weaknesses, others collect sales and marketing history, and a few are designed to get to know your current customers and what they think of you.
Even the bad stuff. OK, especially the bad stuff. But we don’t use their complaints to suggest operational changes or jump to the conclusion that your positioning is bad. It’s part of the larger picture we want to develop of you and your business. That picture – the first one we develop based on your initial Blueprint – is focused on your sales opportunities. But before we can help you maximize your sales, we have to understand your strengths and weaknesses. That gives us what we need to develop the best sales plans for you right out of the gate. As your sales increase, we may make suggestions to help you fix your shortcomings (while we remain focused on sales).
At that stage, we often use a variety of customer review and feedback tools – all designed to quickly identify the best sales opportunities for you. While customer complaints are helpful, they don’t comprise business advice.
In a recent article about angry customers, Phil Libin, co-founder of Evernote, hits it right on the head:
“Customer feedback is great for telling you what you did wrong. It’s terrible at telling you what you should do next.”
Our customers tell us the Blueprint is a great first step, a virtual roadmap showing them where to go, and what to do, next.
*Download a copy if you’d like to see it.
Sales Renewal’s insight:
Customer complaints are very important, but they’re only useful when considered in context, as part of your larger business picture.
