“You have to think carefully and design an experience that helps the customer move their decision-making from the early to the middle and the end game.” – Anthony Coundouris in today’s Tip 807
What is your ‘Wow’ moment?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Anthony Coundouris, and is the final installment in his four part series on Sales Time Management series. Anthony has a decade of experience consulting to technology and software-as-a-service startups. He specializes in designing automated sales and marketing systems, and is the author of the book run_frictionless. Here he is:
Anthony Coundouris: Thanks Scott for having me on the show. In today’s daily sales tip I’d like to teach you sales time management. I’m going to show you how you can save hours of time by planning just three ‘Wow’ moments with your customer. If you guessed, I’m an Australian, you guessed right. Fun fact about Australians. In 2019, 30% of us were born overseas. It seems your chances of getting a visa to Australia have pretty good. Now he’s the definition of wow moments.
Wow moments or key interactions are turning points in the customer journey. Wow moments occur when significant value is delivered to a customer, they are the interactions that have the greatest impact on achieving the customer’s goal. Here’s why you want to focus on wow moments.
Our research shows, if you serve small business owners, you can be supporting between 10 to 15 interactions to create a customer. If you serve enterprise decision-makers, you’re likely to be serving 25 upwards of 50 interactions before a customer is created. The good news is you can save yourself a lot of time by boiling down these 25 or 50 interactions into 3 you need to master. Throughout coaching classes, we’ve found that a business can be reduced to 3 wow moments. If delivered flawlessly. These three interactions deliver 90% of the value required to create a customer.
In a form of business, I ran called future books. We served startup founders, accounting and compliance services in Southeast Asia. Our first wow moment was delivered as an email that read something like this, while we are busy drafting you a proposal, check out these important dates. This report took the founders by surprise. It often arrived in their inbox within a few hours of them having made contact with us. It told founders things they knew and didn’t know about the business. A single sheet told them where compliance was broken in their business, and if they were facing any late penalty fees to the customer, this wow moment delivered a lot of value very quickly. It costs us around 35 years to produce this wow moment. However, it got our brand noticed, helped lock out competitors, and gave us valuable intel on their business, saving us time later.
Remember wowing your customer doesn’t mean pulling a rabbit out of a hat. You have to think carefully and design an experience that helps the customer move their decision-making from the early to the middle and the end game.
Let’s sum up.
If you did what we did and decided to design three wow moments, you made a good call. Here’s why. Firstly, you saved a sort of time by boiling down 25 interactions into just 3, which deliver the majority of the value to your customer, saving you training costs. Secondly, you possess intel about your customer, not known to your competitors. This made it easy for you to take control of the sale and pitch products, your competitors never imagined. Lastly, producing this wow moment didn’t require you to talk to the product people in your business. You built it yourselves. So it was quick and easy to operationalize. Back to you, Scott.
Scott Ingram: Wow! Thanks Anthony. If you enjoyed this tip from Anthony and want to learn more about thin-slicing and the 4Qs Framework it belongs to, head over to DailySales.Tips/807 where we’ll have a link to Anthony’s run_frictionless site where you can find that. We’ll also have links to the rest of the tips in this series. DailySales.Tips/807.
Once you’ve done that. Be sure to come back tomorrow for another wow sales tip. Thanks for listening!