Positioning Your Brand, Company, and Customers for Success!

We’ve talked a lot about customer success beginning with customer trust and a great onboarding process. Let’s take a step back and discuss the importance of brand positioning.   What is Brand Positioning? Positioning your company helps establish your product or service in the eyes of the customer. Brand positioning also provides your company with direction and differentiation. You need to first identify what makes you different from your competitors and then continually push those unique qualities to your customers.   When determining your company’s unique position, think about these questions:   What makes your product or service unique? What do you specialize in? Is it providing great customer service? Do you pay close attention to small details? Are you great at communicating and building positive relationships with customers? These are the things that will set you apart.   Who is your target audience or market? Let’s look at 2 possible markets that a paint contractor might target: High-end Homeowners vs. Rental Property Owners These groups want different things. In order to communicate in a compelling way, you need to understand what motivates each group and what they value. High-end homeowners may value quality workmanship, while rental property owners may care more about how quickly the job can be completed. Identify your target audience. Survey existing clients in your target market to find out what motivates them to buy.   How will you reach your target customers? This relates to both advertising AND project-related communication. For example, if the majority of your target audience found your business on the internet, email communications make sense.   What are your customers really buying from...

Great Customer Onboarding: WHY and HOW

How do you ensure customer success? Begin with great customer onboarding!     Long-term customer success builds customer trust, which we talked about last time as being a major factor to growing your business. It should start early and be consistent. Today we’re going to talk about the early factor of customer success: the onboarding process.   Great Customer Onboarding includes two things: 1.  Customer interest (i.e. They request a bid for a project.) 2. Seeing value (i.e. The customer sees value in your brand after they have interacted with you in some way.) Much like building customer trust, great customer onboarding is a process and the results should keep your business thriving.   1. Define expectations and set goals Great customer onboarding begins by asking questions. What is the ultimate goal? What does your customer want as the end result? What is their timeframe? Then make a plan to achieve these goals. This will require setting milestones, or goal deadlines. Reaching each milestone will show a succession of success. Consider sending new clients an email as soon as they schedule an appointment for a meeting or estimate. In this email, lay out what the client should expect from the meeting and what information they should be prepared to provide. Positioning emails like this immediately establish an open line of communication, set expectations, and build customer trust. Plus it shows your detailed and organized!   2. Customize the experience Individualize each of your customers and make them feel valued and at home. This should be basic practice for all of your customers and will mostly be based on the...