How to Build Loyal Customers with Impactful Communications
Impactful communication with customers and prospects requires the fulfillment of connection. Whether for a current customer – ‘how is this going to improve our situation?’ – or a prospect – ‘how is this solution better to make me change my provider?’ there has to be a clear understanding of their current situation. Without this understanding, communications (emails, marketing, etc.) are quickly discarded as irrelevant.
The creation of the target customer profile helps you to build communication around relevant themes that are tied to specific business needs that your company can solve. Too often, brokers will try to promote their suite of solutions to the entirety of the market in hopes of landing business – the spaghetti against the wall technique. Unfortunately, the efficiency of this method is low and expends too much time and energy for a worthwhile ROI.
By knowing the core needs and decision frameworks of a targeted customer profile, you can be very focused in your approach to communication of solutions. This will require research about target. Begin by understanding:
1) The language of their industry – acronyms and jargon
2) The differences in their processes and methods
3) Their equipment, lane and pricing needs
4) How they define success – and the role of transportation in that success
5) Their business mission/vision
Much of this information can be found on company websites and industry association materials.
All transportation is currently moving on another provider or providers. Your job is to cause the decision maker to enact a change in their current process. While you may be lucky and reach them just as another provider is failing, more often you encounter someone who is comfortable with the status quo. The cost to change (both economically and emotionally) has a certain value to them and your solution must equal or exceed that value.
To change, the decision maker must feel that your solution is:
1) Significantly simpler than their current option (saves them time); and/or
2) Significantly cheaper than their current options (saves them money); and/or
3) Significantly different than their current option (paradigm shift)
With a clear knowledge of what the customer wants/needs, you can tailor your communications to best address these areas and begin to develop credibility and rapport with the customers. When you can fit your solutions within their context of reality or begin to shift their reality to form a new context, they begin to see your company as a potential partner.