No matter how much the world of business may change, one factor will never change: Your most valuable sources of information are your customers. They will tell you what you're doing right, what you're doing wrong, and what you need to change immediately to remain competitive. Customer advisory groups may be the best consultants you'll retain. There are some guidelines you can follow to get the most out of the group.
If customers believe they're only doing you a favour, getting them to join will be a difficult sell. Make sure potential members understand that membership provides an opportunity to improve their business as they help you redesign yours.
Select advisory group members who are perceptive, vocal and motivated to participate. "Figurehead" members selected for their fame or position, but who won't attend group meetings or give follow-up a high priority, will be of little value. It's up to you to demonstrate to members that you need their advice to serve them better. Unless there's a crisis, schedule no more than two meetings per year. Gathering more often will be seen as a chore and an unreasonable imposition.
Membership in your customer advisory group should be an honour and a privilege. You want members to feel good about service. Treat them to the best transportation, parking, refreshments, meals and meeting space. Have the CEO give them their charge and put in an appearance now and then at meetings. Write up their recommendations in prestigious company publications, and thank them publicly.
The ideas that you get from your customer advisory group will enable you to advance the fortunes of your business. Implement the ideas that will work, and tell participants why you might choose not to implement others. If you ignore their suggestions or drag your feet in applying them, you may never again have customers who are willing to serve on the advisory group.
(c) Sandler Systems Inc, 2006 Happy selling!
Regards Marcus Cauchi Managing Director S.A.L.T. (Europe) Ltd Sandler Sales Institute, 180◦ From Traditional Sales Training©
Sandler Sales Institute® - Licensed Franchisee Guerrilla Marketing® - Licensed Master Practitioners Mob +44 (0) 7876 616 983 Tel 0845 458 1237 London1.Sandler.com
Sales Training London: What Opportunity To Improve Are You Wasting - To learn more about this author, visit Marcus Cauchi's Website.
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Marcus Cauchi
(Visit Marcus's Website)
Marcus Cauchi is London's first licensed
Sandler sales trainer. 19 years in direct
sales, he's sold physical products,
services and intangibles with varied
success. Over 16 years he left behind over
£56 million in deals he could have won,
but did because he didn't know any
better. He thought you had to qualify for
needs, present the benefits of your
solution, trial close, follow up with a
proposal or further information and the
close. He learned the hard way that when
you "pitch" a prospect lies to protect
himself. When you present and answer his
questions, he'll steal your ideas. When
you close, he'll mislead you or defer to
a higher authority (boss, wife, CFO) and
then when he's got you to document in
writing (proposals) and give away your
confidential pricing, he'll shop that
around your competitors to get the best
deal. When you follow up for a decision,
he'll give you unlimited access to his
voicemail and hide. Marcus teaches
counter intuitive selling. Average clients
increase revenues by 100-1100% in a year.
He's probably not for you though as it's
difficult and expensive.
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