What does CX have to do with Sales

About a month ago, I had an opportunity to do a #Twitter #Chat with Jordan Barta (@jordan57) from #saleshacker.  Sales Hacker (https://www.saleshacker.com) is an organization that provides value and content to sales professional.  You may ask yourself, so what does customer experience have to do with sales?  Have a read of my responses to the questions:

I define #CX as every #interaction that a #customer has with an organization.  This includes #marketing #sales & #service.  One “bad” interaction can destroy all other “good” ones.

Organizations need to understand that #CX is an infinite journey; there is no final #destination.  It is important to listen to the #market all the time.

Sales professionals should care because #CX is the ONLY true differentiator for an organization. In the short term you may have a great product or service that brings you customers. However,  in the long run, there will be competitors and #CX will be your key driver for #success

Sales today is a game of re-establishing #trust. It’s been broken for a long time.  In the #SaaS world we are #selling smaller deals to earn trust and gain the “right” to be considered for larger deals.

#Sales professionals should be in constant #communication with their clients.  This is not always possible. You need to respect your clients’ wishes as to when and HOW they’d like to  communicate.

The #trend that I’ve noticed over the last year or so is texting with #prospects and customers.  If you are communicating via text you are in a #winning position.

This is a HUGE #opportunity that is missed every day in the #customer journey!  There needs to be an organizational shift because this is larger than any individual in an organization… #SalesHackerChat #Customer #Experience #CX #Sales #custexp

However, I would say that the sales person needs to do two things

  1. Include the implementation team as soon as you can in the sales process
  2. Create a “transition” document that everyone agrees to.

There is a similar, but distinct second gap (Opportunity!) that occurs between implementation and support.  I have written a hypothesis here: http://bit.ly/CX_hypothesis

The best way to measure success on the transition is to identify and agree (with the customer) on the value agreed upon during the sales/buying process.  Then you need to ask the customer if they are receiving the agreed upon value.

Where I have seen this fail is as follows:

  1. The sales professional and customer do not document and agree upon the value to be delivered
  2. The sales professional “disengages” after the sale.

The biggest mistake is not taking ownership of the entire relationships with the customer.  There may be other people within your organization that need to interact with the customer however the sales person should own it!

I have a #motto for in my sales process – “Once a customer, always a customer.” I still have interactions with customers from 5 years ago!

The sales professional should stay involved and have an understanding of challenges or potential challenges.  The most important point here is that the sales professional needs to own the #lifetime #relationship with the customer.  Your #job is not done after the #contract is signed.

#IMMEDIATELY – The sales professional should know long in advance if a customer will not renew and if you wait until they are gone, well then they are GONE…

Conclusion

Customer Experience and Sales will always be linked in such a tight manner because sales professionals are promising a value to customers – it is our jobs to do what we can so the customer realizes the value that was agreed upon!!

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