Tag Archives: Customer Expectations

Delivering Customer Expectations – The Secret to Sales Accomplishment

This article explores one of the major challenges of sales and marketing – delivering customer expectation is all the more vital in the era of the social web. Customers and prospects have access to a wealth of information which enable them to come to a decision.

The Hugging Used Car Salesman

When learning about the hugging used auto salesman, at the outset I thought it was just a ploy to be successful in vehicle sales during all the bad days that the used car or truck marketplace has recently faced. However on digesting furthermore he generates much more business compared with what the average used car sales organisation in their general vicinity. It actually is more than all the hugs, it is about building a superior quality of service, which features favorably with clients. This person treats any second hand autos he sells as though they are actually brand-new cars, including providing buyers with a full gas tank.

Their business attitude is just “You will bring in more money by taking good care of people than you’ll do by just going after the almighty dollar alone”. Its an ethos that is certainly about treating any particular purchaser, like a person and doing so with respect. Certainly one of the things that either global companies and consequently government organisations have definitely each been charged with failing to remember in their dealings with individuals – you may be handled as only a number.

Sales is all about the People Involved

In the long run though sales is very relevant to the people involved in the on-going business relationships. Developing the relationship with a customer which appreciates your own principles may well in the end grow into a whole strategy related to word-of-mouth referrals. It truly is people that reach purchasing decisions, even inside of any kind of business to business deals. Human beings come up with final choice with respect to the company that they work for. During any kind of trading alliance purchasers assume that their demands will be realized, or in the very least listened to.

Purchaser testimonials are actually critical, yet at the same point in time great new practical characteristics, along the lines of social networking, really are empowering clients by providing these people an outlet for their impression of your product. They have more the ways to access details about your business; they may contact some other customers; they will round up all of the beliefs of certain people, both bad and the good and leverage them in their own decision making. Working with opinions is critical, but as is staying interested in the extended on-line discussion could be simply even more most important, this can shows a successful value added solution and additionally functions forming trust.

Activity around people no longer starts and ends with the client visit. On-line activity is vitally important too. Google has given us access to so much information, yet the social web has opened access to people’s feelings and both are of equal importance.

Walk Inside of the Customer’s Shoes

Potential consumers demand to be satisfactorily served. In this case it is always crucial for you to always be very clear about what is delivered. Remember ultimately the client will judge based on their own reasons what exactly signifies a first-class customer service, rather than the dealer. Even our hugging second hand car dealer cannot meet the needs of all the customers all of the time, this is a practical lesson of salesmanship.

Sellers do never the less will need criticism to be able to learn what they do competently and those things they begin to really perform terribly on, nevertheless only a few purchasers feel at ease offering feedback; which can certainly be of concern. Some consider that they need answers to their explicit problems not just surveys online, or mind-numbing questionnaires, which can sometimes look like a complete waste of time and energy. It is far better to talk face-to-face, or maybe on the telephone than send out a survey.

At some point you ought to walk inside of the shoes of the very customer themselves. Picture all your marketing promotions initiatives through that customer’s viewpoint. Furthermore this is regarding a holistic package, and not simply one particular kind of marketing promotions – any concept used ought to be consistent with all brand communications.

Source: business.wikinut.com

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Filed under Business, Fashion, Fashion Industry, Fashion Marketing, Fashion Retailer, Management, Marketing, Marketing Mix, Marketing Strategy, Merchandising, Research

Oscar de la Renta’s CEO: “why e-commerce works & how social media serves the fashion brand’s designers & merchandisers”

When the Improbable Is Also Profitable

2680_alexbolen_mediumBecause today’s luxury goods consumers are present across numerous channels, being there for them wherever they may be is a crucial aspect of business to get right, says Alex Bolen, Oscar de la Renta’s chief executive – and the man responsible for the fashion brand’s foray into e-commerce and social media.

“Our presence online has suggested to me that consumers are very quickly adjusting their behaviour to new modes of shopping and we need to really be out at the forefront of it. We have had many surprise anecdotes from having our brand online, anything from a $50,000 chinchilla coat sale through our website to completing a sale for a bridal dress via Twitter.”

For many luxury fashion brands, e-commerce has still not yet eclipsed the performance of physical stores but a very significant consumer appetite is present.

“ Our customer has taught us that there are moments where she will want to spend hours in a store shopping and there are moments where it’s a quick impulsive purchase ”

“When we first began thinking about e-commerce three to four years ago I was very sceptical that our brand would not fare well as, at that time, we were not particularly optimized in products that don’t have size requirements. Our bread and butter product is a $4 – 5,000 cocktail dress which is very fit intensive, in fact the perfectly fitted garment is an important part of our brand and this is something that seemed to me didn’t jive well with an online shopping experience.”

“I was wrong about that. Surprisingly we have had a very good reaction to our fit intensive products online. What we found in retrospect is that customers will order two different sizes and keep one of them.”

“Our customer has taught us that there are moments where she will want to spend hours in a store shopping and there are moments where it’s a quick impulsive purchase – as a luxury brand it’s important to us that we are present wherever our customer is.”

According to Bolen, e-commerce currently drives only 10% of the luxury fashion brand but it is growing very quickly. In a relatively short period of time, he forecasts Oscardelarenta.com to become the brand’s most prolific door.

One of the ways that the brand is extending its outreach to drive customers back to the site is through social media. Oscar de la Renta has taken a very creative approach to emerging media platforms such as creating a unique online personality for the brand on Twitter called OscarPRgirl. The brand uses Twitter as a channel to provide unique insight into the world of Oscar de la Renta and to engage with entirely new audiences as well supporting the interests of existing ones.

“We want to broaden our array of services to our customers as much as possible and services include consuming content. Everyone who goes to Oscardelarenta.com is a potential shopper – maybe they are a shopper today maybe they are a shopper in six months. As a brand we need to figure out a way to engage them and we need to offer services for wherever that person may stand on the potential customer spectrum.”“As a brand, we want to augment the initiatives online started by OscarPRgirl and speak more about what we are doing by explaining what our brand is about in more than just 140 characters. This means we want to extend our communications to areas such as rich video content and audio content.”

For a luxury brand like Oscar de la Renta, social media is proving to be much more than just a PR tool but one that is feeding business insights about the brand back to the company. “For Oscar de la Renta, social media has provided us with information on what our customers think, what they need, what they want and what they expect of us. From our jewellery offerings, accessories, scarves, etc. we have made many merchandising choices [and] many design choices based on feedback we got online.”“I am a big believer that you have to listen to your customers, and the online world has given us a new way to listen to our customers and we have learned to position ourselves based on what we hear.”

Source: Luxurysociety.com

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