Tuesday, 23 October 2018 12:39

Customer Engagement Strategies for Your Business

With the ability for customers to access an endless amount of information right at their fingertips, competition for their business is greater than ever before. This presents a significant challenge to companies striving to please existing customers as well as acquiring new ones.

At the same time, “buyers are under a lot of pressure,” notes business author Blake Morgan. They must spend money wisely and select products or services that boost their own company’s performance, “and they face a lot of noise as they search for the best option.”  

Businesses that recognize and reduce the pressure on buyers are likely to chalk up more sales in the hyper-competitive marketplace. DSC7884

Here at Baillie Lumber, we’re constantly striving to enhance our customers’ experience. Here are a few strategies we think might be useful in your own customer engagement strategies:

Analyze your existing customer data. There’s no substitute for possessing an in-depth knowledge of your customers’ needs and challenges. Look for ways to gather customer feedback on the quality of your products, as well as the full range of their buying experience. Compile and analyze this data in order to continuously refine and improve the way you do business.

Personalize the customer experience. No customer wants to feel like they’re just a number. Take time to become thoroughly familiar with the specific problems they face and be prepared to outline viable, personalized solutions your business provides. Anticipate their questions, as well as their objections, with information that clearly indicates your familiarity with their concerns.

Serve as an industry authority. Whether you provide helpful information to buyers through blog posts, social media, etc., it’s important to look upon your role not just as a seller of products, but as a valued educator. Over time, your company will become established as an industry authority, an essential step in building a relationship of trust with new customers.

Keep communicating after the sale. Customers who feel neglected by a provider after a sale is completed aren’t likely to commit to repeat business.

“You don’t have to close the communication loop just because you’ve closed the sale,” notes business writer Marianne Chrisos. Make it clear that you welcome their feedback and that you’re happy to provide further assistance in the use of your product, as well as guidance in any trouble-shooting needed later on. As Chrisos adds, these customers should know that “you’re not just about making sales but about building relationships,” so they’re more likely to reach out to you at a future time.

For us, that could be contacting a customer to see if they are satisfied with their order of Red Oak, White Oak, Cherry, or Walnut lumber. Or even to keep a conversation going with a customer so that if their needs change down the road we might be able to help them with a different product we offer, like hardwood rips.

Like sales prospects, customers must be carefully nurtured, educated and given special attention whenever possible. There’s no better strategy for achieving your customer-engagement objectives.

What methods have you found effective in engaging current or new customers?

Brett Del Prince
Baillie Lumber
This email address is being protected from spambots. You need JavaScript enabled to view it.

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