His new book is fast becoming a bestseller: "Don't wait for the wind, go rowing!" is written by Jos Burgers. In today's podcast, Jos takes us through three topics when looking at customer relations: pricing, the current crisis and how to make customers more loyal to your company.
The price is just the price
The price of a product or service is difficult to determine; certainly in the case of services, there is a lot of talk about it. The first thing Jos advocates is to stop lowering your price if the customer asks for it: "By doing so, you are actually admitting that you wanted to cheat the customer first with your price". The tip is clear, if you want to raise or fix a price, make sure you don't have to explain it to avoid discussion. "In times of crisis, you can of course deviate from such a rule, but then change the whole deal, for example, tie the customer down for an extra year.
Surviving the crisis
Jos has a tip for emerging stronger from the crisis. Ask yourself: who is our ideal customer? Then also look at your current customer base and examine which of your current customers you would prefer not to have in three years' time. It sounds crazy, but it will sharpen the focus of your objectives. In short: do not waste time on customers who are not actually your core customers.
From customer to fan
In companies, there are two things you can work with: money and time. Every company should be clear about how they can use time for everyday actions towards the customer. It can have a particularly great effect if a company director takes the trouble to call a customer every week. You can also use the financial component cleverly: give a loyal customer a gift, for example, if that customer has brought you another new customer. It is clear: small actions can ensure that your customer really becomes a fan.
Links
The book by Jos Burgers: Don't wait for the wind, row!
Podcast about Binge Marketing with Carlijn Postma
Podcast about Street smart sales with Ronald Bogaerds
Contact
Do you have questions or input? Please contact Wendy van Ierschot at wendy@viepeople.com.
A strong employer brand is a magnet for top talent, but how do you build that brand?
Why is it that one company fills vacancies in no time, while another has to pull every applicant who is slightly interested?
Thanks
Thanks for your interest, you can download your white paper here.
.png)