Sneak Peak - Delighting your customer

HOW DO YOUR CUSTOMERS CHOOSE YOU?

The customer's first needs may be information and advice from you rather than an immediate sale - he or she may be looking to you as an expert to help them choose.

Exercise 1

Think of all the stages your customers go through in buying a product or service from you or a colleague.

Customers come to you at different stages in the buying process.  Buying is made up of:

Thinking: "What do I need?" "Where should I get it?" "How much can I spend?"

Assessing: "What is on the market?"

Seeking advice:  "How do I make a choice?"

Evaluating alternatives:  "Which should I choose and where should I get it?"

Customers make decisions about the following:

• Entering a sales environment (maybe yours)
• Finding a sales person - perhaps you?
• Describing needs to you
• Assessing the trade off between price and benefits of the product or service
• Making a final choice
• Monitoring your reactions to the choice and the general level of service provided
• Arranging payment
• Judging the service effectiveness of your organisation.

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