Kelley Fujino
Marketing + Industry Awareness Committee Member
Lubbock Electric Co.
Lubbock, Texas
Throughout the ongoing COVID-19 pandemic, most EASA service centers were able to continue operating as “essential businesses.” However, it has not been business as usual. You might have noticed at the height of shutdowns that the phone stopped ringing. Perhaps some of your customers shut down plants, and others began to defer capital spending to free up cash. Maybe business has begun to pick back up again, but it might not be at the level you projected for the year. What’s worse, “business as usual” may not return for some time, if ever. Now is the time to explore new opportunities and adapt.
Customer Pain Points = Your Growth Opportunities
Profitable opportunities are born out of a need. Fortunately for EASA members, we have valuable data that can shine a light on our customers’ most pressing pain points. Last year, EASA commissioned an in-depth survey on the maintenance policies and practices of our primary customers. I encourage everyone to revisit Jerry Peerbolte and Mark Hoske’s presentation of the research results at the EASA 2019 Convention, but I want to bring one finding to your attention. When asked “What are the key challenges to improving maintenance at your plant?” respondents revealed their top three pain points:
- Lack of resources or staff (48%)
- Lack of understanding of new maintenance options/technologies (38%)
- Lack of training (32%)
These responses demonstrate that your customers are looking for outside help and resources. They are seeking more information to improve their maintenance decision making. In other words, they are looking for a “Trusted Advisor.” If you don’t become their trusted advisor, someone else will.
Shift from Order Taker to Trusted Advisor
Trusted advisors help buyers navigate through complex products or buying decisions. A trusted advisor will hear about their customers’ problems first, which gives them the opportunity to shape their response and identify solutions. Of course, you can’t just be a trusted advisor – you have to earn this coveted role. You must demonstrate empathy, expertise, proactivity and integrity, and it will certainly take some time to build credibility as a trusted advisor. Here are practices that your sales team can apply to build a reputation as a trusted advisor.
Don’t make every interaction with a customer transactional. A trusted advisor calls on their client to bring them new ideas, even when it doesn’t result in a sale. Reach out to customers just to share a useful article that addresses a challenge they’re facing. Tell them about a relevant webinar that could enhance their maintenance practices. EASA, as well as the brands that you sell frequently, has webinars that explain new technologies and best practices. Better yet, offer to watch a webinar with your customer (and bring lunch). You’ll be right there to answer questions and influence their decision making.
Stay up-to-date with industry trends – both your industry’s and your customers’. Clients expect their trusted advisor to be a subject matter expert in their field. At a minimum, your team needs to keep up with new maintenance technologies and practices. Moreover, you should also stay informed on your clients’ industries and bring major changes to their attention. If you do this, you will demonstrate your concern for their success outside of your offerings and your familiarity with the challenges they face.
Build credibility with customer testimonials. Ask a loyal customer to share their experience working with your company and publish their words in your materials. Be sure that they highlight specific outcomes that your company helped them achieve, like a 30% reduction in downtime. I would also suggest that salespeople acquire testimonials about their own responsiveness, knowledge, and problem-solving skills.
Develop content that supports your role as trusted advisor. You can use internal talent or outside copywriters to produce great content. Write articles that answer specific questions that your customers have, like “How often should I lubricate bearings?” or “10 tell-tale signs of motor failure.” Content like this shows that your company is focused on client success, and it enhances your discoverability in online searches. Plus, it creates an opportunity for your sales team to share insights with customers.
How Will I Know That I Am My Client’s Trusted Advisor?
Your client will probably never call you their “trusted advisor.” You will know you are their trusted advisor when your clients call you first, when they involve you in the strategy and planning process before an RFP and when they call you for advice in areas where you have no offering - once you’ve achieved this, you will do more than just win sales. You will increase loyalty and profitability per customer.
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