Usually the best way to retain customers is to drive your value proposition so deep, it aligns with their core interests. But if a customer is just not as vested as you are, is there any hope left for your lead generator?

This speaks to a reality that not all customers can really bring themselves to care about an issue as much as you’d like them too. For example, you can’t expect them to recognize the value of advertising if they’re not that eager to experience results (good or bad). A company that’s comfortable with less than spotless bathroom mirrors isn’t going to be all that impressed by your janitorial expertise.

What you need to do is to find ways to compensate for their lack of interest. It’s not always good to make them care about something that’s not at the top of their company agenda. You could get the enthusiasm of your first contact but everyone else who buys in would still rather have you get it over and done with. (And no, just because they don’t say it to your face doesn’t mean the sentiment isn’t there.)

  • Start as an example – First, make sure your brand lives up to its marketing image. If you’re going to care about something more than your prospect, you’ve got to be at a level that holds you as accountable as you are authoritative.
  • Ask about what they do care about – The problem addressed by your value proposition may not be the same problem that’s at the top of their priority. However, knowing what is at the top helps lay out what middle ground you can establish. How can you tie it in with your offer?
  • Always remember your job – Remember, product or service, you are essentially offering them your job. Said job is meant to fill a need and if you forget that and fail to manage expectations, they’re going to their job of not doing business with you again.
  • About managing expectations – Expectations need to be controlled if you really don’t want to be held up to achieve unrealistic objectives. Remember, the more promises you make, the more you’ll have to keep so don’t ever oversell.

Think of it like buying a toothbrush. You don’t want the cashier at the grocery store lecturing you about dental hygiene. You just want something to brush your teeth with. The problem, to you, isn’t as big as your other problems. So instead of trying to get you to care, a good cashier would find something else to keep you coming back. It’s not that entirely different in a B2B sales process.

KSSF