March 28, 2023

EP23: The 8 Customer Yeses

24 minutes

Every long-term customer your business has went through a series of decision and said yes at each step along the way.

In this episode of In Demand, Asia Orangio, CEO of DemandMaven, breaks down the 8 customer yeses and how you can create an environment that makes it easier to get a yes each step of the way.

TL;DR

2:30 - There is a series of 8 yeses that a prospect needs to go through to become and stay a customer.

3:10 - #1 Yes, I have a problem. A the start comes an initial recognition of the problem.

3:40 - #2 Yes, I want to solve that problem. Realizing you have a problem doesn't mean you are ready to take action to solve it. A customer needs to be motivated or ready to take action and often only a customer can take this step.

5:13 - #3 Yes, I want to try your solution. Out of all the solutions that exist, a customer needs to be aware of your solution and view it at the top of their possible options.

6:10 - #4 Yes, I understand why this is valuable. Typically in SAAS this will happen through a free trial or an initial round of research.

6:50 - #5 Yes, I want to become a customer. The prospect is ready to pay and use the product.

8:10 - #6 Yes, I want to renew. Every month, quarter, or year your customer needs to continue paying and not churn.

10:15 - #7 Yes, I think that new plan or add on will be valuable for me.

12:45 - #8 Yes, I recommend this product. Ultimately you want any customer to be happy enough that they would recommend the product to someone who asks about it.

14:00 - There is an also a bonus 9th yes. Yes, I'm okay paying more. You want most of your customers to be so happy with the product that they would stay if you raised the price.

15:45 - It is worth going through the different yeses so that you can put yourself in the mindset of a prospect or a customer and all the steps they need to go through for your to have a thriving business.

20:30 - When you only focus on KPI's you can lose focus on creating an environment that makes it easy to say yes at each of these steps. A no at any of these steps means you are losing money.

21:30 - Ask yourself and tune in to your intuition about where your customers today stop saying yes?

...more

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By Asia Orangio & Kim Talarczyk

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