Promo is a competitive industry. And if customers aren’t happy with a service experience, they’ll quickly look elsewhere.
“It’s our job to connect emotionally and form relationships that create differentiation,” says Bill Petrie, founder and creative director of marketing agency brandivate, in a course on the ASI Learning Network. “And one way we can do that is create a frictionless client experience, as much as possible.”
Here are six takeaways from Petrie’s course, “Creating a Frictionless Client Experience.”
1. A brand is emotional and goes far beyond a logo.
A logo is just a visual symbol, but a brand is the feeling people associate with you. Trust, reliability and likability can truly differentiate you in a crowded market.
2. Friction kills sales (especially in a commoditized industry).
When customers can get the same product elsewhere, even small frustrations – confusing websites, slow responses or poor communication – will push them to switch quickly and emotionally.
3. Your job is to create momentum and guide the buying journey.
Sales don’t happen passively. You must initiate action, guide customers in the right direction and ensure nothing slows them down along the way.
4. Understand and eliminate resistance points proactively.
Modern buyers complete most of their journey independently. Anticipate objections (price, complexity and trust) and remove these obstacles at the beginning of the sales process.
5. Speak to emotional benefits, not just product features.
Customers buy emotionally and justify logically. Focus on what the product does for them, not just the technical specs.
6. Simplify decisions to reduce buyer’s remorse and increase conversions.
Too many options overwhelm customers and create doubt. Curate choices (like a small structured set of options) to make decisions easier and allow buyers to be more confident.
The ASI Learning Network
Find out more by taking this course: Creating a Frictionless Client Experience
The ASI Learning Network is free for all members.
