You don’t have to be especially creative to build a memorable brand, but you do have to be meticulous.
Today’s post will review three key interactions you need to get right if you want to have a memorable, trustworthy brand. We’re not going to talk about colors, fonts or white space, either: it’s all about human interaction.
Careless to careful
Even if you’re not the meticulous type, you can do this. Taking extra care at these three junctures will help your prospect morph smoothly into a customer, and then a satisfied customer who refers you new business in the future.
Get these three touch points right, and your company’s image will be cemented in their minds better than any ad campaign could do it, and you won’t spend as much, either.
1. Attention to detail before the sale
No prospects, no customers, right? A steady stream of prospects feeds your business with new potential customers. What can you do to draw prospects in?
Start by making your “pre-sale” interactions professional, helpful and responsive. This means:
- Your website and printed materials offer information that helps your prospect make their buying decision
- You offer answers to common questions prospective buyers have in your sales materials or via direct conversation
- You make it easy to get answers to questions that aren’t addressed in your sales materials, whether it’s a helpful sales person, a contact form, an email address or a phone number
- You stay in touch and gently offer information and support until the prospect is ready to buy
- You offer a guarantee to remove any risk that might hold them back from making a purchase
2. Taking care during the sale
The sales process itself is tenuous, and you could lose your prospect at any moment. To make them feel safe and secure about doing business with you, be sure to cover your bases during the sales process.
- If you have a storefront, make sure your cash register is staffed by a friendly and knowledgeable employee
- Use trust symbols on your website that demonstrate it’s secure
- Make it easy for them to give you their money: simplify your forms, don’t ask too many questions, and take as many types of payment as you can
3. Following up after the sale
Your job isn’t over once the sale is made. Now’s the time to create a raving fan with follow up. Try these techniques:
- Send an email or make a phone call to check in on your customer
- Proactively ask for questions: your customer may not take the time to ask if they’re confused about something
- Build loyal customers by providing ongoing training, information or care.
- If a refund is requested, use the opportunity to discover weaknesses either in your sales process (because the customer was confused about what they were getting) or the follow-up process (because not enough training, education or follow up happened)
Build your brand for cheap
You don’t have to invest a lot of money to build a memorable brand experience. Just take good care of your prospects and help them make a smooth transition to customers. It’s harder than it sounds, but it’s definitely worth the effort.
What’s your favorite way to take good care of your prospects and customers? Please share it in the comments so we can all benefit from your experience!