Thread: Gitomer: Where is the new customer? He's in the new world... are you?

THIS IS A GOOD ONE!!! ENJOY!

The customer is making a comeback - slow though it may be. And when he (or she) returns, you're going to notice a change. A big change. FAIR WARNING: How you prepare for the new customer will determine your long-term success.

REALITY: While your customers were away, online has officially taken over. It's the new showroom and comparison shopper. You can chat, or phone in a heartbeat. You can see every option and some you never knew existed. It's fast, it's accurate, and anyone can choose anything, any time of the day or night.

Yes, the Internet has been there for a few years, but it has taken a firm hold as a trillion dollar option for consumers and customers every place in the world. Your world.

It's a different world now. We are not going to "recover," per-se. We're going to revive and revise. And you can be in it, or watch it pass you by.

Here are some examples of "different" on the business side. Car dealerships, stock brokerages, insurance companies, banks, homebuilders, commercial real estate agents, residential real estate agents, and mortgage lenders have all revised and restructured their business - and that's the short list.

And the customer is different too. Way different.

Let me give you the details of what the new customer (both business and consumer) looks like: (NOTE: I'm using "he" but I also mean "she.")
* He's going to decide somewhat slower. He's been hesitating for more than a year.
* He's angry about the value of his home, and the value of his investments.
* He will not be doing business the same way it's been done before.
* He will not be banking the same way he banked before.
* He will not be advertising the same way he advertised before.
* He will not be buying a car the same way he did before.
* He will not be buying a home the same way he did before.
* He will not be investing the same way he did before.
* He's online. Checking out your website - and your competitor's website.
* He's socializing. Telling everyone what's happening in his world and the world.
* He's Tweeting, Facebooking, and Linked-In-ing. Social media is still a firestorm.
* He's blogging about his experiences with you, for the world to read.
* He's YouTubing about his experiences with you for the world to watch - by the millions (any questions United Airlines?).
* He's Googling, not yellow-paging.
* He's texting. A lot.
* He's using his mobile device to do damn near everything.
* He's WiFi-ing in his hotel room, on the plane, in Starbucks, and at home.
* IF he's reading a paper, or getting the news, it's online.
* He's as likely to watch The Daily Show, The Colbert Report, or listen to Howard Stern for news as he is to watch a network "news" person read a tele-prompter.
* He's purchasing after midnight. By the billions.
* He's looking for ease of doing business with you.
* He is value oriented, but will look to price as part of the decision.
* He wants a relationship.
* He wants, needs, and expects GREAT service after the sale.
* He does not want to wait for anything or anyone.
* He needs help and expert advice.
* He's looking for ideas and answers.
* He can check your price and your facts in two seconds or less on Google.
* He knows as much about your product as you do.
* He knows MORE about your competitor's product than you do.
* He can pay right now IF you can take a credit card online.
* He expects someone to answer the phone when he calls that can actually HELP.
* He is SICK of off-shore call centers, erroneously called "help desks."
* He is SICK of you telling him how important his call is while he stands on hold.
* He is SICK of your recorded hold message.
* He demands the truth. All the time.
* He no longer trusts the institutions he used to hold sacred.
* He expects you to be as computer literate as he is.
* He needs to be understood and feel your sincere concern.
* While you are qualifying him, he is qualifying you.
* If he needs a referral or recommendation, he'll go to Craig's list or Angie's list or Google or his next door neighbor, or anyone else but you...UNLESS you have video testimonials online.

As you're thinking about (and making excuses about) these statements, you better be thinking about your answers and responses to them. And you better be making the strategic decisions and game plans to make them happen.

The economy is coming back - BUT NOT TO THE WAY IT WAS. Don't take my word for it. Ask any daily newspaper.

After reviewing these statements, ask yourself this BIG question: Will your new customer buy from you, or your competition?

Very nice, great read.

I love these things. Makes my day.

Didn't get it yesterday and actually had another L4P member forward it to me. I contacted Gitomer today and had them check and resend the article. I'm that addicted.

Glad everyone enjoys 'em.

very good, just forwarded it to my business partner and will implement it into our business plan.

Since I am now subscribed I did get it on Tuesday... Thanks James!!

It brings a great message that everyone in every type of business brings to heart. My wife and I recently joined the board the small Christian Preschool that our son went to and our daughter is now attending. The school is fairly new- I think this is their 4th year but they've struggled; lots of love, great teachers, but poor organization. We've always volunteered to help things along, building playgrounds, helping out at programs, being the "Fun" dad that comes to help out, etc but with a recent change in leadership we decided that it was time to help get the school on track as a business. It is a small town with some affluent communities around it and being a school not a daycare they cater to the types of families that don't "need" to have their kids in preschool.

One of the big points I was beating on the other night was marketing the business. How are you getting the name out? How are you getting your message out to let these people know that you are a school and not a daycare? You know who your target market is- how are you reaching them? Do you have a website? Why not? You know that the first thing these stay at home Mom's do when they want to buy something is look it up online- A school is the same way! Everyone is shopping for everything online- even if they are not ready to buy they are researching! I got alot of blank stares but I think the point got through. The website is being built.

Small business 101. Just think of how you shop for something new and equate it to your clients.


Back on topic.... The pendulum is swinging back from "We have way too much money and not enough time to spend it" to "I am going to plan my purchases and spend my money wisely." Just as I've said that the custom automotive industry has entered an era of experientialsim the consumer as a whole is looking to spend their money with people who care about them as people. Building relationships with you clients is key to surviving the next era of business- especially if you are in a small niche market and you aren't walmart

I'm with Revved on this. Marekting from the basics to social media is vital to getting the word out but...we still need the face-toface interaction that builds personal relationshiops.

In my "sprawling" business, I still have those old car guys with lots of $$ and no idea what social media is or if they do, could care less. They just want to burn rubber in their hot rods. And will spoend serious coin to get it. One of my clients in Waco just bought a new Lamborghini and called just to tell me he did. Told me to get my ars up there and smoke the tires. Just one in his personal showroom full of Ferrari's RR's, Bentley and even a Hyundai Genesis) He's 79 yrs old, still works with his hands and cares nothing about technology. The downside to this; these guys are approching the pearly gates of car heaven.

I work with a number of shops and all are busy. Just sent a $20K repaint to a shop and it is all cream. A '40 Ford truck in fine shape but the owner felt after five years it needed redone. When the time came to hire a shop to do the job he called me for a recommendation. Why? Because I've known him for ten years as freind and customer. He trusts me.
Marketing is about trust, something you may not get much of with SM. Like old school crafts, art, building cars and hand lettering, the real deal never goes out of style.

Still, any form of communication marketing helps you grow.

Mikey
"Defiant...not Compliant"
MOTORVATING - Welcome*MOTORVATING*is based on unconventional*ideas to help*you succeed*in business.**"Motorvating you*to get started because nothing happens until you put the key in, crank it up and go!"*Motorvating you to deal with success,

Thanks for posting!!!

Revved, as always you nail it:

"Back on topic.... The pendulum is swinging back from "We have way too much money and not enough time to spend it" to "I am going to plan my purchases and spend my money wisely." Just as I've said that the custom automotive industry has entered an era of experientialsim the consumer as a whole is looking to spend their money with people who care about them as people. Building relationships with you clients is key to surviving the next era of business- especially if you are in a small niche market and you aren't walmart"

Yes, you have to have an online presence, but that customer/client wants accountability and not someone he can hardly understand. I don't want to turn my business into a multi-million entity that requires multiple layers of people and such. When someone comes to Roark Industrial Solutions, they get me.

Had a guy call me today about an invoice question. Tells me he dialed my office number and didn't mean to bother me on my cell. I told him that my office number rings 3 times and then automatically forwards to my cell. I want to be here for my clients. Not hiding or dodging them or forwarding them to an 800 number. I'm fully vested in this and want to be held accountable. I want my clients to know I truly care about their requirements, no matter how big or how small. I have one voicemail and promise I'll call you back as soon as I can.

Steps down from soapbox.......

great post!