The phrase “defining moment” can be defined as any moment in time when your customer has the opportunity to evaluate how well you have met their expectations. Buyers now expect the innovation they’ve experienced as consumers when they’re buying solutions at the workplace—and less than one-third report that B2B sellers exceed their expectations.

A skilled customer success team is especially critical to sales success because they touch an account 10 times more than the sales team. Organizations today must be able to compete not only on price and performance—but also on service. The customer service experience is a key differentiator and plays a major role when it comes to maintaining customer loyalty.

Your customers’ journey can start anywhere: on your website, social media, or when they call a contact center or when they walk into your business. Take these steps to ensure customers have a positive experience with your organization, no matter which touchpoint they begin at.

1. Provide Value

Instead of relying on sellers to provide information, 70% of today’s buyers use search engines or other tools at their disposal to take initial steps toward solving business problems and identify their needs. To break through buyer resistance, sellers must give buyers a reason to spend time with them. A valid business reason shows the buyer that the seller invested time in considering their challenges and will provide solutions designed to solve their problems.

2. Understand What’s Most important to The Customer

After scheduling a meeting or call, sellers must continue demonstrating their knowledge and expertise to encourage the buyer to move further down the sales funnel. Customers don’t want to be told what they need—they need sellers to ask questions designed to guide them to a solution. The key is identifying hidden needs rather than accepting a customer’s statement at face value. Courses like SPIN Selling Conversations helps sellers deeply engage customers in conversations, questioning and listening until they help their customer realize why they need new solutions.

3. Align Sales and Service to Build Loyalty

Sales sells the first deal; customer service helps sell every deal thereafter. More than 70% of revenue comes from existing customers. For customers, post-sale is the most important part of the transaction—and thus it’s essential that positive buyer experiences continue long after the deal closes.

To extend customer relationships, the service team needs to deliver on the promise of the initial sale. Data shows that customer satisfaction scores, contract renewal rates and even employee retention rates improve when there’s an open bridge connecting service and sales. Every interaction between sales, service and your customers is an opportunity to either build or erode customer loyalty.

Sales and service teams share the goal of building customer relationships that improve company performance. This shared goal delivers excellent customer service throughout the buyer’s journey, which builds greater loyalty and helps your business grow.

Ready to start improving your customer service strategy? Our Service Ready training takes a holistic approach that focuses not just on getting new customers, but also on building loyalty and keeping them—and it shows how aligning sales and service improves customer relationships and company performance.

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