Before we get started, wet your appetite with this Debunc special – PEST.
So, what’s the M.O.? Quite simple, to memorise PEST stands for:
It embodies the pillars of delivery to build a client base that loves you, not just needs you. With that established, let’s get into it and why this is crucial in the way you meet the needs of clients and prospects alike.
The customer landscape is changing
As you’d appreciate the sales dynamic has changed quite a bit in recent years.
Long gone are the days when your sales team could pitch to our hearts content, relay an encyclopedia list of features and hope to convert prospects into customers. It’s clear that just sharing a repository of product data isn’t enough.
Now, consumers are more empowered than ever before. Search engines make finding relevant data easier than ever before, and comparing solutions can take place in just a few clicks. Your clients will (in most cases) know what they want and may have already anticipated pros and cons in your offering.
Ask yourself this question. Do my customers work with me because they need me, or because they love me?Simeon Stanford, Commercial Director @ Debunc
From a brand you need to a brand you love
So, what does a client who needs you look like? You’ll typically find they have an affinity to your product or service because you are:
- in the right location
- in the right price bracket
- offering the right mix of USP’s
We’ve already established why these components are not the most stable foundation for building loyal customers. Let’s look at what you can do to build a range of customers that love your brand. Enter the PEST model.
1. Be Prompt
Whether its an automated response, or you reaching out directly, the simple rule is to be prompt. Customers deserve feedback in a timely fashion, so meet that need!
It can be daunting if you have many messages coming from various channels (social, contact forms, phone calls etc). Utilising a helpdesk software will allow you to set SLA’s for response and resolution times that can be set as the standard in your organisational practice.
2. Be Exact
Getting to the route of a customer need is essential. There is nothing more frustrating than being given a one size fits all solution to a genuine problem.
Having laser accuracy to a client need can be met in a number of ways. Do you tag your resources (blog articles, downloads, videos etc.) to help share the right content at the right time. Also, do you have relevant contacts to deal with specific needs based on skills and experience?
At a minimum, it will allow you to share relevant content at the right time to educate and nurture your leads and clients. At most, it will establish you as a trustworthy source of information that they’ll love to use time after time.
3. Be Sensitive
As the saying goes, there are many ways to skin a cat.
No two clients are the same, and its important to remember that. Be versatile, balanced and express sympathy towards both potential and existing clients needs in a genuine way.
Showcase the qualities of a thought leader. In all cases be approachable but not overpowering, as the aim is to be valued. Think of consistently winning counsellor status with your customers.
4. Be Truthful
We can’t overemphasise this one. Genuine relationships build genuine customers.
Most contacts and customers are contacting you with a problem that they are looking for assistance in resolving. If you don’t have the answer for something, say so and endeavour to find ways to help.
It’s important to note that not every customer is right for you, and you aren’t right for every customer. Being honest with yourself and them will help them to find the solution that will deliver what they need – and believe us, they’ll thank you for it!
At Debunc, for example, we happily recommend companies that provide the services we don’t do or sit outside of our core offering. Our clients love us for this transparency, and in fact they approach us more often for our advice on execution based on this type of relationship.
Are you ready to be a PEST?
So now you’re armed with the knowledge of how to build a customer base that loves your brand. We hope you’ve found the info provided useful and find creative ways to apply this in your own sales workflow.
We’d also love to know how you’ve been a PEST to your clients and to hear your general feedback, comment below!