Customers use the Internet in three ways : 1) to acquire information 2) to compare products and services and prices 3) and finally to execute a transaction or to buy something.
Information used to come from authority sources such as the Yellow pages for very basic information : address, business hours, primary products and brand that are sold. This led to a phone call , "when do you close?" , "how do I get there/can you give me directions?" and " do you have such and such in stock?"
These questions were all indicators that the customer was ready to buy, or make and appointment for services or to get an estimate or request for proposal. This was a gratifying process. With TV, Radio, Print, out of home, direct mail there was some control of the process. The audience was available on demand. You could get attention by the thousands and it was priced by the thousands.
Today customers gather this information without calling you, or you ever knowing they have done so. Today's customer gets whatever information they want on demand with their PC, laptop or cell phone , PDA, iPhone , Droid, Blackberry. The tables have been turned and now information about you is what's on demand by the consumer. They get this information with or without your help.
The hidden market is this market for information about the product service and businesses that provide them. The new process is to be an authority and have a database of customers who trust you and will buy from you again and again , and recommend you to their circle of friends, family and acquaintances.
The game changer is that this is now done directly - and must be done intelligently , sincerely, truthfully and always with an overdelivery of value. Customer service is the only differentiating factor. So remember it still what you say , as well as how it is said.
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