The Big Reveal – WOW Your Clients
By Drue Lawlor, FASID
Director of Coaching, Gail Doby Coaching & Consulting
When the Big Reveal “WOWs” your clients, they will not only remember it, but they will enthusiastically share the experience with others.
Many business owners focus the majority of their efforts trying to get more new business but when they acquire those clients, they may spend little effort in giving those new clients an exceptional experience to remember.
Success Magazine identifies this as S&D (Surprise & Delight) – or a campaign to WOW your client. Client experience has been recognized as the new competitive “battleground” for business marketing.
Paul Greenberg, author of the best-selling CRM at the Speed of Light, offers a very simple definition of Customer Experience Management (CXM) as “If a customer likes you and continues to like you, they will do business with you. If they don’t, they won’t.”
Highlighting just how important a positive experience is, research shows that 55% of consumers are willing to pay more for a guaranteed good experience – not a promise of, but a guaranteed positive experience. In addition, 86% of consumers are willing to pay more for a better service experience and 89% have cut business ties with a company after experiencing poor customer service. You often don’t get a second chance – so everyone on your team must be on board and understand the importance of the WOW factor throughout your firm’s interaction with your clients.
We have repeatedly stressed the importance of identifying your ideal client profiles – and then applying that to your marketing. Most understand the value of referrals from ideal clients. With that in mind, you should realize that when those clients become frustrated and unhappy – they don’t remain silent. Client frustration leads to the following: 13% tell 15 or more people if they’re unhappy. Conversely, 72% of consumers will share a positive experience with 6 or more people.
Consequently make sure your firm has designed a WOW experience that starts as soon as the prospective client first connects with your team – and continues through to the Big Reveal (and beyond!). Here are several ideas to WOW your client with the Big Reveal. It’s about giving them more than you promised.
- On the day of the big reveal, work with a local florist to include arrangements in several areas of the home.
- Depending on the habits and preferences of your client, you might leave a lovely floral arrangement in their entry with a gift card to dinner at a favorite restaurant.
- A delivery of top quality meat or fish if they love to barbecue and you’ve just finished their outdoor living area,
- A surprise addition to their front entry – landscaping, bench, porch swing, etc. – whatever reflects what they would enjoy – or the same for their back patio – and what might lead to a re-design of that area
Remember that successful businesses stay in touch with their (ideal) clients for life. Develop a follow up plan, continually giving them reasons to return and repeat the positive experience of working with your firm, while sharing those experiences with others.