Where is “QUALITY” in Sales’ Equation?
Our emotional reactions to changes in life are filtered through our expectations. They are the setpoint against which gains and losses are measured, resulting in feelings of satisfaction or disappointment.
Business is no different.
How do you feel receiving a package two days before estimated delivery? And two days after?
In business, expectations are the funnel through which the quality of our work is perceived. Customers’ impression of quality is determined by two key factors: their expectations and the performance delivered.
Customer’s expectations have to be high enough to purchase from you in the first place. After purchase, the offering must outperform customer expectations for satisfaction.
When the performance surpasses expectations, customers will perceive the quality as superior.
If the performance falls short of expectations, the perception of quality will be diminished, regardless of the offer’s inherent quality.
Takeaway: Try to not promise more than you can perform in business. It can backfire by harming your brand reputation.
What makes a customer happy?
With each purchase, your customers decide to prioritise the value of what you offer over other possible uses of their money. As you develop your offering, one of your first priorities should be to find out what your potential customers value more.
The common economic values that people typically consider when evaluating a purchase are:
- Efficacy — How well does it work?
- Speed — How quickly is delivered?
- Reliability — Can I depend on it to do what I want?
- Ease of use — How much efforts does it require?
- Flexibility — How many things does it do?
- Emotion — How does it make me feel?
- Cost
Purchasing a service is an Experience. You get to determine that experience for your customers based on the values you choose to prioritise and optimise for in your business.
How to maintain customer satisfaction?
The best way to ensure customer satisfaction is to at least meet the customers’ expectations, surpassing them whenever you possibly can.
A fine product or service is its own best selling point.
Satisfied customers are your best marketing strategy.
LinkedIn NewLetter: Business Insights
Author: Xhesika Ruci, AlmaSource IT Consulting
