A Day in the Life of Your Customer

One of my favourite all time tunes is “A Day in the Life” by The Beatles. It recalls the tripped out day that both Paul McCartney and John Lennon had. While Lennon's lyrics were inspired by contemporary newspaper articles, McCartney's lyrics were based on reminiscences about his youth. It was a day in the life. This is something we need to do for our customers. The ultimate empathy test. Since they’re now in full control of the buying and we just facilitate that, we need to have an understanding as…

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How do you buy?

How do you buy? I’m a V A K D what’s yours. That’s visual, auditory, kinaesthetic and auditory digital. When I buy something I need to see it first, a visual an image. Either live or preferably online. I love videos of the item. That’s the Visual. Then I have to hear what others think about the product or service. The A – auditory. I want to read reviews and testimonials, maybe talk with someone. As I see the product and read all about it, I get a good feeling…

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Your buyer now has all the power

The customer is now firmly in control of buying. At least in the B2C market – business to consumer. Time to change our sales process and stop ramming it down our customer’s throats because they won’t want to play ball in the future.  They like being in charge. Let me explain. Here’s a typical web-enabled buyer process: Go online to research Research and learn about solutions Compare solutions Seek reviews Whittle down preferred solution Buy online unless unavailable Reluctantly call/email provider Buy as quickly and painlessly as possible Where do…

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