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Reclaiming the Customer Conversation
Published on by CS3 Technology in Blog Posts

 

The guest speaker at today's American Marketing Association luncheon was Jim Karrh, Ph.D. He is the president of Karrh & Associates. Month over month I am always impressed with the quality of the speakers. Jim set the bar a bit higher for our next guest speaker! Jim shared the value of the customer conversation: not only the salesman conversation, but everyone in your organization. Based on a survey from the book "The Challenger Sale", customer loyalty is driven by the sales experience, which means every touch a prospective client has with anyone on your team. That would include sales rep, consultants, customer service and receptionist. The customers interviewed in this survey said their loyalty was based 9% on perceived value (ROI), 19% on brand, 19% on functionality or service and a whopping 53% on the sales experience. He shared his 5 "C"'s that each firm needs to embrace while learning to build strong conversational skills to use with customers: Comfort - get out of your zone and engage more and differently Consistency - Does your firm have a "voice and a message" that is consistently shared with your customers? Complexity - Be able to literally draw a picture of the problem or the solution Culture - Immerse your team in communicative environment so it is no longer feared Coaching - Get your team some training! This doesn't come naturally to all, but can easily be taught. Jim is also a published author. Check out his books on Amazon.com. Of course, you must come to next American Marketing Association, Tulsa Chapter meetings to hear these speakers yourself. I would like to take you as my guest! Give me a buzz.

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