• Try something new.
In their “Habits Across the Lifespan” study, Duke University researchers found nearly half of human behaviors are habit-based, regardless of age. For example, we not only have favorite restaurants, but we tend to choose the same menu items.
If half of our thought processes are habitual, it takes conscious effort to try new things, whether it’s a different color of clothing, how we feel about owning a self-driving vehicle, or selecting someone to succeed us at work.
We all accumulate habits that interfere with our performance. When that happens, it’s time for a “mental reset.”
• Take advantage of ‘fresh starts.’
Birthdays, anniversaries, a new baby, graduations and starting a new job are well-known “buying occasions.” But current research points to many more times when we’re inclined to “turn the page” and make new commitments.
In one study, researchers found college students were more likely to visit the fitness center at the start of a new week, a new semester, or just after a birthday. These are called “fresh start events.” Receiving a bonus, getting a promotion, coming back from vacation, attending a workshop, among others, can make us more open to going in a new direction.
• Communicate your purpose clearly.
Sears, Roebuck & Co. kicked off a retail revolution 125 years ago with the clear purpose of bringing thousands of products and services to rural America with its huge iconic catalog. Today, Walmart and Amazon and some others continue that tradition.
But it’s the absence of a vibrant message that’s missing with too many companies. It seems the only reason they’re in business is to sell something. It’s as if just meeting with a salesperson or seeing a pop-up ad is a sufficient reason to buy. It isn’t.
• Improve the customer experience.
There’s one question anyone in marketing and sales should never stop asking themselves: “What does my customer expect?” It applies in every situation, whether you’re selling autos or equities, books or bathrooms, homes or heating. There are no exceptions. Unfortunately, most get it backwards. “What can I get out of it?” is their top-of-mind question, an attitude that leaves the customer experience in tatters.
Then, there’s life insurance. Surveys show consumers want to buy it but don’t get around to it because they think it is time-consuming – filling out pages of questions, making time for meetings, having a physical and then waiting weeks to get the policy. Now, those seemingly insurmountable road blocks are gone. It takes only minutes for a couple of phone calls, answering a few medical questions, signing the application electronically and having the policy, up to $1 million or more, delivered by email in less than a week.
It starts and ends with doing what customers expect.
• Learn from complaining customers.
We’re told customer complaints benefit a business since they point out problems that need correcting. Even though that helps, it’s essentially a reactive strategy.
There’s a more significant problem: customers who refuse to be ignored. According to a study conducted by Edison Research, many customers may be cynical about businesses responding to complaints, so they turn to social media.
Not only can we learn from complaining customers what needs correcting, but we can also let them know that we want to hear from them and give them easily accessible ways to communicate with us – and then respond quickly.
John Graham of GrahamComm is a marketing and sales strategy consultant and business writer. Contact him at jgraham@grahamcomm.com.