The Power Page
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Defending Your Customers Will Increase Your Sales

Too many businesses spend too much time focused on defending their price, value, reputation, guarantee … you get the point!
We seldom hear a business talk about defending their customers and their customers’ right to receive the very best version of whatever it is that they sell.
In this really simple model we see four levels of interaction that customers might feel when they engage with your business.
  • At Disappoint the result is obvious.
  • At Deliver we have really only provided the level of service promised. The customer would probably feel neutral at this level. You did what you should have done.
  • At Delight the customer may be feeling pretty good about you.
  • But at Defend, the customer sees in your business, someone who cares more about helping them than about making a sale.
When you’re the customer, how do you feel when you experience a business that really wants to defend you, more than it wants to defend itself?
Faced with a choice of two businesses to buy from, would you buy from the lowest priced company, or from the company that you know will defend you, no matter what?
Who would your customers buy from?
When your sales team KNOW that your business will defend the customer, they sell from a place of deep conviction. rather than from just value or price.

Three Areas Where Defending The Customer Will Show Up In Your Business:

We can’t consistently think one way and talk another way.  What we say consistently over time is usually what we think consistently over time.
Three areas of company-wide belief will impact on how deeply your business will defend your customers.  These three areas present themselves in how we talk about the focus of each area:
  1. The customers themselves. In normal conversation, how do the people in your business talk about your customers?  Do they demean the customer, talk respectfully about the customer or talk protectively about the customer?
  2. The compelling and self-evident value of what you do. In normal conversation, how do the people in your business talk about what your business does for your customers?  Do they diminish the value or defend the value of what you do?
  3. The quality of your team. In normal conversation, how do the people in your business talk about each other?  Do they denigrate or defend each other?  Do they all feel like everyone has everyone else’s back?

Watch The Video For A Deeper Explanation