We have all been through a "buying experience" that was anything but pleasant. For some it was purchasing a car from a stereotypical "used car salesman" or an over-the-top pushy life insurance salesperson. For most of us it was not the features or the uniqueness of the product service that lead to purchasing, as it was the experience of going through the buying process. It is a well known fact that companies who create a superior buying experience are able to truly differentiate themselves in the marketplace.
70% of customer's buying experiences are completed before the first contact with a salesman is made (Sirius Decisions). That means how you engage your audience online will be the biggest differentiator your company will have against the competition. How you optimize your customers' experiences on your website and on social media sites to create an online connection socially, emotionally, and visually will ultimately lead to your success and differentiate you in your prospects' minds.
A great example of this is Disney. Disney is not seen a low cost provider of family entertainment. In reality, parents are very quick to shell out cash for the experience that Disney provides because the experience they receive creates lifelong memories. Disney gets it. They have built a culture that encourages its representatives to create "magical moments" for their customers. This is one of the biggest reasons why Disney is one of the most admired companies in America. Disney understands their biggest differentiator is the once in a lifetime experience their customers receive.
Now, consider the experience your prospects receive when they looking to buy the product or service you sell. Did you grab their attention by fully answering their questions as they go through their buying experience? Did you make an emotional connection with them? If you can't answer these questions, think of your own online buying experiences and which, if any, stand out as being superior. Facilitating great online buying experiences for your customers may be the most sustainable competitive advantage that you can hope for.
When done correctly, creating an elite buying experience for your customer base will be difficult for your competitors to imitate. This will create a tremendous value for your brand. That's because in order to be done correctly you are sharing the true essence of your company's culture, combined with how you can assist customers through their personal buying experiences. That means that no two companies will have the exact same tactics. While their customer's buying processes may be the similar, it's the company that maps that process and shares of itself that will come out on top. Not the ones that copy their competitors strategy.
In reality, creating a positive buying experience will make your marketing much easier, because you will be speaking from the heart and help solve their prospects' problems. Taking these steps will lead to long lasting relationships with customers and make your company a very desirable place to work as both your customers and employees will create an emotional connection. That's because you will connect with them at their points of emotional escalation and build trust with your company. It starts and ends with your customers. If you can create a process, culture, and a system for consistently delivering great buying experiences, your company will be unbeatable.
To learn more download Codebaby's free Guide "Best Practices: A Guide to Enhancing The Website Experience".
*This post originally appeared on Codebaby's Online Customer Experience Blog and has been reposted with permission.
