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Why the buying process is just as important as the product

Are your customers satisfied (really) with the buying process?

Customer service levels are constantly changing.

If yours are, find out if something happened, either on your end or your customers’ to change their expectations and perceptions.

If satisfaction is rising, find out what you’re doing right so you can keep doing it.

If it’s slithering downward, figure out how to reverse the situation before it falls off the charts.

That’s once they’re a customer. But remember, we’re talking about managing those expectations in advance.

You’ve got to think about two things: products and process. Now we go out and we sell the products. We go out and sell the widget. We go out and sell the transactions.

But it is also process, both the product and the process are important to your customers.

When we say product, we talking about the:
•    Solution
•    System
•    Response
•    Resolution
•    Deliverable
•    Results

Whatever forms the product takes, the customers want it to work properly. They want it to meet their needs, and they want it to meet their need for quality. That’s a technical element of service, and you’re not going to have customer unless you have that.

Let’s assume you have that. Now we look at process. Selling it on technical elements alone, you may not see customers coming back unless you attend to the process. In fact, for many customers the process is more important than the product. Because what you’ve got on the top is the same as everybody else in the mind of the customer.

The process is what counts. The process concerns how the customer feels they’ve been treated and the human element of service. This “touchy-feely” aspect is that human element of service, and it’s extremely important in achieving a high level of customer satisfaction.

As a sales professional you must have a thorough understanding of the process part of sales – and my next post is going to drill down into this topic.

Photo: @davestone via Creative Commons 2.0