Think Customer

Customers are not ‘buying’products…they are ‘selling’ money!

Buying Decision Process

LOGICLOGIC

EMOTIONEMOTION

20%20%

80%80%

* Harvard Research

Customer Experience‘Moments of Truth’

Moment of Misery – Moment of Magic

Please answer these questions

� Do you deliver the service you promised?

� Did your customers have the same expectation?

� Do you do this everytime and under all conditions?

� Is your service timely, consistent, accurate and dependable?

RELIABILE

� Do your staff have the right knowledge and skills to deliver the service you promised?

� Are they respectful of the customer?

� Do they convey trust and confidence?

ASSURANCE

� Does your office including facilities look neat and tidy at all times?

� Equipment that you and your employees use look attractive?

� Communication material used by yourself and your staff is appropriate at all times?

TANGIBLES

� Do you have a caring attitude towards your customers?

� Do you provide individualised attention to customers?

� Is your communication with customer clear and appropriate?

EMPATHY

� Are you willing to help the customer, provide prompt service and resolve problems satisfactorily even when there is no revenue visible?

RESPONSIVENESS

R.A.T.E.R.

The Client Relationship: What do they Want?The Client Relationship: What do they Want?

Keeps my best

interests at heart

Returns my

calls promptly

A strong

performance track record

Keeps me regularly

informed about performance

Helps me develop

overall investment strategy and asset

allocation

64%61%

56%

48%45%

Source: SIA 2003 Investor Survey

Trust Develops When the Salesperson is:

Candid

Expert

Customer Oriented

Dependable

Compatible

TrustTrust

Trust Builders

Expert

The salesperson knows what he/sheThe salesperson knows what he/she

needs to know. The salesperson andneeds to know. The salesperson and

his/her company have the ability andhis/her company have the ability and

resources to get the job done right.resources to get the job done right.

Dependable

Buyers can depend on the Buyers can depend on the

salesperson. The salesperson salesperson. The salesperson

keeps his/her promises.keeps his/her promises.

Trust Builders

Candid

The salespersonThe salesperson’’s presentation is fair s presentation is fair

and balanced.and balanced.

Customer Oriented

The salesperson truly cares about theThe salesperson truly cares about the

partnership. The salesperson will go partnership. The salesperson will go

to bat for the customer.to bat for the customer.

Trust Builders

Compatible

The buyer likes doing business with The buyer likes doing business with

the salesperson. The buyer likes the salesperson. The buyer likes

doing business with the doing business with the

salespersonsalesperson’’s company.s company.

How do you communicate trustworthiness

Industry

Service

ProductCompetition

Company

Price/Promotion

Technology

Market/Customer

Possible

Knowledge Bases

� Knowledge

How do you communicate trustworthiness

Ethics refers to free and fair conduct of Ethics refers to free and fair conduct of

individuals and institutions of which they individuals and institutions of which they

are a part.are a part.

Clearly Clearly

WrongWrongClearly Clearly

RightRightEthical Ethical

DilemmaDilemma

ExaggerateExaggerate

WithholdWithhold

DeceiveDeceive

HustleHustle

ScamScam

BluffBluff

Deceptive PracticesDeceptive PracticesMisuse CompanyMisuse Company

AssetsAssets

DefraudDefraud

ConCon

Illegal ActivitiesIllegal Activities

PushyPushy

Hard SellHard Sell

Fast TalkingFast Talking

High PressureHigh Pressure

NonNon--CustomerCustomer--Oriented BehaviorOriented Behavior

What’s your business model?

Transaction Based

Relationship Based

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