The seventh stage in the 8-Step Inbound Marketing Method is all about ‘Delivering WOW’ and exceeding expectations. This step is crucial as it sets the tone for your future relationship with the client. It can determine whether you’ll secure future sales from this client or not.
Follow-Up and Continuous Engagement
Once the prospect has made a purchase and you’ve collected payment, your job is not done. Effective follow-up and delivering a memorable first experience is essential in closing the transaction loop and exchange and setting the stage for future interactions. Once proof of payment is received, send a confirmation email immediately, thanking the customer and reiterating the value they will receive from their purchase. This helps reinforce the positive feelings associated with their decision and makes them feel appreciated.
Beyond this, establish a plan for continued engagement, such as:
This not only enhances the customer’s experience but also opens the door to future sales and referrals. This we discuss further in Step 8 of the Inbound Marketing Method.
Competing for Hearts and Minds
We’re not just competing for access to our clients’ wallets; we’re competing for their hearts and minds. In today’s relationship-driven business environment, the emotional connection is as important as the practical aspects of the transaction.
While logic might dictate doing only what’s necessary or adding value only when there’s direct compensation, this approach overlooks the importance of the human relationship in business.
Within this context, remember that a strong relationship focus is very logical in a strict business sense. It costs close to seven times more to get a new customer than it does to get an existing customer to spend more money with you. If you put a little effort in now, to secure future business, you lay the foundation for a life-long heartfelt relationship with a customer where you both gain significantly from each other.
The Importance of the “Wow-Factor”
In a competitive marketplace, businesses need to differentiate themselves to stand out. One of the effective ways to do this is by consistently delivering a ‘Wow’ experience to your clients. This means not just meeting their expectations but exceeding them in unexpected and delightful ways.
Sadly, many companies, particularly small and medium-sized businesses, overlook this aspect of their business. Yet, a little effort in impressing your client can yield significant rewards, including repeat business and positive word-of-mouth referrals.
Delivering on Your Promise and Providing Wow Moments involves two main components:
Example of a ‘Wow Customer Moment’
I once visited Mount Sheba for a few days’ holiday. When we drove up the mountain our car was disgustingly dirty. I stepped outside our room on the first morning and realized our dirty car had been washed. “Wow!” I thought. I was too sleepy to think anything else. I was, in a word, simply ‘Wowed’.
Five Steps To Wow Your Customer
If your efforts to wow your customer are fake, don’t bother. Human beings are instinctively skilled at recognizing fake smiles and fake effort. When a customer perceives this kind of fakery, the impact on your operation is negative. You’re hurting your business.
Wowing customers doesn’t happen by accident. Wow only happens when you have the intention to wow.
You need to be willing to incur some costs. It doesn’t cost a lot to wow a customer, but if you also understand the relationship between cost and value, you will be able to use what budget you do have to maximum impact. Accept that some spend will be necessary and look for areas of activity that will cost you the least and create the most value in your customer’s mind.
Surprise your customer. Wow them when they least expect it. If you implement your wow only when a customer buys from you, then you lose the impact. This is the most expected moment. Why not do it months after your last interaction? Look to explore unexpected times and spaces and reap the rewards.
Even the simplest CRM (Customer Relationship Management) packages support wow campaigns.
The Bottom Line Of Wow: It’s a Sign of Genuine Human Contact
If a surprise or gift was necessary, then it wouldn’t be a surprise (or much of a gift), would it? Therefore, husbands don’t buy their wives vacuum cleaners for their birthdays, and wives seldom splash out on lawnmowers for their loved ones.
Always remember that a little goes a long way. That washed car at Mount Sheba cost the owners less than $5. But the act of washing the car was one of thoughtful human contact. Just think about how much positive word-of-mouth benefit Mount Sheba is getting from this action right now. Then, multiply this impact out across the number of cars they have washed through the years.
Wow!
Conclusion: The Art of Delivering WOW
Delivering WOW is about exceeding expectations and creating memorable experiences that differentiate you from your competition. By focusing on both the practical and emotional elements of the client experience, you can forge strong relationships with your clients that lead to ongoing business and referrals.
Remember, WOW is not always about grand gestures; often, it’s the small, unexpected acts of kindness and service that truly impress clients and leave a lasting impression.
