A shared understanding of your current landscape is essential to carving out the best path forward. Bring your heads together to discuss the end-to-end customer experience, better yet, ask for first hand accounts. Focus on processes that have developed on their own. Challenging the status-quo is only an option once it has been established.
The status-quo prevents so many great ideas from being executed. Resistance to change can come from being too attached to past successes, being too risk-adverse or result from no one wanting to challenge executive thinking. Give a voice to all members of varying seniority and capitalize on the results they produce.
- When it comes to obtaining qualified leads, what are our biggest challenges?
- When it comes to closing leads, what are our biggest challenges?
- Which non-revenue generating tasks take up most of our time?
- Which of our current processes formed naturally over time? What solution(s) do they aim to solve?
- If we were to rebuild our company from scratch, what operations might change?
Understand the experiences your customers truly value and improve on or, create those that will deliver the most profitable return. Don’t spread yourself out trying to hit too many channels, instead work towards creating real value for both the customer and your business.
- From start to finish, what is our customer’s experience like?
- Which touch points are our weakest? Which are our strongest?
- What questions do we find ourselves answering repeatedly during the sales cycle?
- How do our customers find out about us? Who else do they consider?
- What do our customers truly value? What can we do to add to this?
This is where your business’ deep expertise, proven experience and unique perspective overlap. Own a single word in the mind of your ideal customers. Establish your authority and become the “go to” in your niche. Enjoy the ultimate sales advantage and benefit from decreased competition.
- How do we differentiate our service offering from our competitors’?
- How does our family background add value to our customers?
- How can we stay true to our heritage while remaining relevant to new audiences?
- Who is our ideal client? What do we provide her that no one else can?
- How do we market our uniqueness? Is this method effective?
- How do we make sure that family ownership is a competitive advantage for the business?