Have the customer focus is a matter of strategy and even intelligence within every company. After all, we all know it very well.
Without customers, what sense does any business make, right? More than that. Without satisfied consumers, loyal to the brand, how to be successful in entrepreneurship? Difficult.
Successful companies are necessarily customer-focused. But, don’t confuse focusing on who consumes your product or service with “staying on top”.
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These are different things – and it’s good that you have that clear. Otherwise, the effect will be negative. And to erase this bad image you will have a lot of work ahead.
So, after all: what is having a customer focus? How can this be put into practice? Does it demand a lot of investment?
These are questions you should have at this point – and we’ll answer them from now on.
Come on? Good reading!
What is having a customer focus?
Customer-focused companies direct all their energies to solving the problem of who consumes the brand. But this is reflected at all points of contact between customer and organization.
Focusing on the consumer is creating value for them all the time. But it’s not just meeting your most basic needs – which is why he’s probably come to you.
It is about going beyond. Offer a solution that is so good, that makes so much sense that it exceeds the expectations of the person who bought it. And this, of course, is essential in the mission of how to retain customers .
That’s why we said earlier. What sense does a company make if not to focus on ensuring full-time customer success ?
If this is not a practice in your business, start immediately reviewing your actions. Of course, the company needs to converge for the good of all – and here we quote employees.
A healthy environment where everyone can produce well is crucial.
But strategic planning , decision making and everything that is thought of as future actions must meet the needs of those who consume you.
Get it clear now and start making a difference to your business persona.
Why is that so important?
The answer might be simple. Customers are the only source of income companies have and therefore need them not only to grow but to continue to exist. That’s a truth.
But that does not mean that companies can seek profit at any cost. And then we come to a fine line – but the answer is to some extent obvious. Sell more or sell better?
Selling more is not exactly synonymous with growth. You can “push” the product or service to the customer. Goals and objectives achieved – great! Not quite…
But if the company, during the sales pitch, doesn’t listen to what the customer needs. Or if you don’t understand what your “pains” are, the chances of his experience being negative with your brand are huge.
If your business sells MRR then the probability of churn is huge. And that will negatively impact revenue predictability.
Therefore, it is necessary to sell better. And that only happens when there is a real focus on the customer. When you hear what he needs.
When talking about exactly how your product or service works – or how it doesn’t! If this prospect doesn’t fit the profile of the company’s ideal customer , is it really worth closing a deal?
Is this focusing on the customer or focusing only on the profit you want to achieve at the end of each month? Think carefully.
How to focus on the customer? Get started with these 10 tips!
For a company to succeed. For it to grow, sell more and better and be a reference more and more in the area in which it operates, it needs to focus on the customer.
These efforts need to be present at all times and in all sectors within an organization. But, how to focus on the customer on a daily basis in operations?
We have 10 tips to help you. These are steps in different directions but that converge towards the same destination: the success of those who consume you.
1 – Stop focusing only on profit
We talked before – but it’s always good to reinforce. As much as the seller wants to receive his sales commission at the end of the month, he cannot seek it at all costs.
In addition to selling to those who are fit with the business, it is necessary to generate value in the commercial discourse. Saying that for “pain” X, product “Y”, or functionality “Z” are ideas.
And show how this happens in practice. Focusing on the customer, when selling, is to practice the so-called “active listening”. Let the lead speak, expose what they need.
Within the negotiation techniques , look for a true connection in order to gain trust. Be honest with him about what you sell, payment terms.
It is necessary, again: sell value, not a discount to guarantee closing. You want to retain this customer within the company and, therefore, it is essential not to make mistakes at the time of sale.
Disappointing the consumer is, of course, the last thing you want to do. But, in a sales pitch that seeks to close a deal at any cost, this is quite common.
2 – Train a customer-focused sales team
In fact, you need to keep this in mind when building your sales team . The salesperson profile obviously needs to be someone who cares about people.
Be careful and pay attention to what is said by the customer. In B2B sales , which usually involve more than one decision maker and are more complex, someone like this is even more important.
But, make no mistake. Good salespeople, ready professionals, are probably employed. They are expensive. So what to do?
Good. Find a person who has the profile, qualities and values you are looking for. From there, invest in training. Lots, lots of training.
Sales coaching , lectures, workshops, introduction to different sales methodologies … finally. Cut that “rough stone” that is the seller you chose.
Not only him, but the SDR as well. After all, qualifying leads is an important step within the sales funnel .
By the way, do you know the role of SDR in your company and why he cannot be a seller? Listen:
Equip the team with everything they need. Technology, resources and, of course, training.
Record all practices (what worked, what didn’t) of the sales process within the company’s sales playbook .
This document will be essential to reduce the learning curve for these professionals. It will ensure they achieve greater productivity in less time.
Show how the sales pitch should be so that the consumer and their needs are always in the spotlight. This, yes, ensures the focus on the customer.
3 – Encourage the constant exchange of knowledge
Knowledge needs to flow within companies. Best practices need to be shared so that they come to action and can give the customer the best experience possible.
One of the ways to encourage and accelerate this exchange of information and internal practices is the implementation of agile methods .
But just as important are constant feedback meetings between the teams and the sales leader . The performance appraisal needs to be fair.
The commercial process, likewise, needs to be oiled. If one of the sales techniques worked well, then it needs to be shared.
And later document in playbook. The focus is on the customer, right? And not the individual performance of a salesperson who is concerned only with his personal goal and the payment of his commission.
It’s important to have personal goals, of course. But when it meets the needs of the customer and the company, then something is wrong.
4 – Take care of who consumes your brand
Small businesses have a lot to teach about customer focus. And it’s about caring for who consumes your solution that we’re talking about now.
If we think of an owner of a small supermarket or a bar. He certainly treats his customers by name. Often the customer does not need to say anything. The order is always the same. “The usual”.
But that is not the focus of this chapter. Note that there is great zeal, attention to the consumer and a great deal of knowledge about their habits and needs.
Bring that reality to your business now. It is essential to have a good relationship with the customer. Constantly keep in touch with him.
Even more so if you sell monthly fees and need to renew that subscription after a specific period.
Contacting this person only with the intention of selling, after months without communication, is having a focus on the customer? It’s not – and you know it’s not.
Share cool content you’ve seen – or produced. Connect by email with a newsletter with news, for example.
It’s simple, but it works.
5 – Structure a customer success area
Within the above need, structuring a customer success area is a necessary and important step that companies need to take.
Have a professional – or more than one depending on the volume of clients you have – focused on helping people.
You want everyone to have the best experience possible with your brand. More than that. You want your customers to become true evangelists for the company.
That they not only stay with you, but also indicate new customers and positively impact the CAC and LTV of your business.
Having a structured area also helps to prevent losses.
For Saabs companies, the success sector will be responsible for, for example, contacting those users who are no longer accessing the platform.
What difficulty is the person facing? How can you help her not only use the tool but also have it as something positive and useful in her daily life?
You will only know this if you contact your users. Having zeal and attention to who is inside the company and who is not having the best possible experience.
6 – Conduct satisfaction surveys
One of the best ways to get in touch with your customers and hear what they have to say about you is to run customer satisfaction surveys.
It’s important to have the scenarios clear in front of you. One thing is what we think people think about us. Another is to actually hear literally everything the customer thinks.
A very common type of survey is the NPS , Net Promoter Score. In this free eBook we explain everything you need to know to apply it.
Based on what customers report, you can and should act. Improve features, develop or improve products, improve customer service… whatever.
What does it take to make customers happier? Ask the questions that are relevant to your operation.
Be clear and direct in the survey and make it easier for those who will respond – don’t go too far.
The survey needs to be answered, not rejected. Insights are too valuable to be wasted.
7 – Produce good content
You see, focusing on the customer is to ensure that they receive value from the very first contact with the company. So, in your lead generation strategy this needs to happen.
Therefore, within your inbound marketing strategies, you need to show that you are an authority on what you do. This happens by producing good content.
Material that has value, that teaches, enlightens, inspires people. May it be useful? And that makes people think and feel confident to convert to your form, thus becoming a contact.
Produce good content not just to prospect customers. The nurturing step of these leads will also need to rely on the materials created.
Basically, as this person progresses through the pipeline steps, content needs to be delivered.
The goal, at this point in the text, you know what it is. Leave the lead secure to buy. Show how efficient your product or service is.
How it works and why it’s better than the competition. Generating value at this stage will greatly help the pre-sales work and make the commercial pitch much easier.
This is to focus on the customer from their first contact with the brand. After all, the first impression is what remains, right?
8 – Invest in the people who make the company’s day-to-day life
This is one of the essential, basic points to be able to deliver to consumers what they need. It is necessary to invest in people. In employees who do the day-to-day within companies.
After all, people impact people. As much as you have an amazing product or service in hand, only one human being can generate value for another.
Therefore, it is necessary to give employees full conditions to focus on the customer. Improving their productivity is a priority.
So what to do? First you need to have a healthy work routine. A physical environment suitable for everyone to carry out their activities.
This is part of an organizational culture that is good for people. Employees who enjoy well-being within their work are able to deliver more and better.
After all, it is in the corporate environment that we all spend most of our day, right? What do your teams need to deliver more value to customers? Listen to them.
Don’t treat this as an expense. It is an investment. Investment in people, in the company and in customers.
9 – Have full-time technology support
Within the item above, one of the main investments that must occur is in technology, in the digital transformation that is so necessary for organizations.
And when we talk about that, we need to think again from the first contact with the potential customer.
A basic starting point is to have a good website that is intuitive and clear to the visitor.
Also invest in marketing automation tools to not only trigger bulk emails but also set up flows for those converting to forms.
To do this, follow some marketing tips to constantly deliver value to people – not spam. Having a sales system is also essential for companies.
With the use of an Online CRM , for example, you have fundamental information to improve the commercial discourse.
Within the opportunities, listen to the recorded calls and see where the sales team fell short of what they needed in this mission.
The technology meets what the company needs in terms of productivity within the entire sales process, especially.
With all the history of the customer registered, it is easier to understand what he needs and, more than that, how to communicate with him.
10 – Review, improve and always improve
Technology, training, content, research, relationships, practices… Everything the company does to ensure customer focus needs to be monitored, measured and constantly revised.
The world is constantly changing. Literally overnight, what we had as good practice, innovation or even certainty could change.
Therefore, be always ahead and pay attention to what the market communicates. Seek to improve yourself, always. As a company, as an entrepreneur, as a collaborator.
It doesn’t matter the hierarchical level. Everyone is responsible for the company when they are in contact with the customer.
Concepts are formed and changed all the time. But one thing cannot change. Within companies, the focus must always and constantly be on the consumer.
So, how can we help you?
Enjoy and read two articles that will help you on a daily basis.
The first talks about the importance of growth hacking to keep companies in tune with the market, always.
The second covers some sales strategies to close more deals every day.