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 In today’s competitive landscape, top companies don’t just generate leads – they generate the right leads. By focusing on quality over quantity, aligning strategies with their sales process, and leveraging meaningful metrics, these industry leaders consistently outperform their competitors. Here’s how they do it (and how you can too!):
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 Like many parents this year, we were evaluating various options for our child’s schooling. We filled out all the forms (so many forms!) and successfully got him registered at two different schools while we waited to see how their administrators would approach this school year. Earlier this month we made our decision about where we were going to send him, so we needed to unenroll him from one school. We called to ask how to go about doing that. The receptionist simply replied, “Okay, he’s been unenrolled. Was there anything else you needed?”
That was it. She didn’t ask where we were sending him or why we chose another school over theirs. She didn’t offer to keep us on an email list in an effort to recruit us back when he was a little older. Nothing. She just said goodbye. It felt so wrong. A relationship that should have lasted 6 years was cut short with a quick phone call and the lady on the other end of the line just accepted it cheerfully. It was like breaking up with someone and them just saying, “Alrighty then” and walking away without giving it a second thought. And I lamented to my husband that a business would never handle losing a customer that way. But as I thought about it some more, it dawned on me that that is exactly what some businesses do… too many businesses. We’ve all had experiences where the organizations we’ve done business with just let us slip away as customers. This kind of experience is forgettable at best and alienating at worst. Simply put, when a company lets its customers leave without trying to save them, it can permanently destroy any chance at a future relationship. Additionally, letting customers leave without trying to understand why they’re leaving and where they’re going wastes a wonderful opportunity to improve.  With the dramatic rise in online shopping over the last year, consumers’ expectations have increased related to their ecommerce shopping experiences as well. They now expect a wide variety of products with various options to suit their needs, fast free shipping, and 24/7 customer support.
Shopping online is no longer viewed as an alternative option to shopping in-store. For the first time in history, shopping online is now the standard and in-person is seen as the alternative to shopping online. And while this may seem like a matter of semantics, it’s not. The way that we buy and sell has been permanently altered. The result is that shoppers now expect not only the same shopping experience that they once had in-store, but a better one to boot. The rapid evolution of online shopping over the last year has raised the bar for ecommerce retailers, requiring that they provide timely, accurate, helpful, and actionable product information to inform purchase decisions. Product descriptions are the main vehicle to conveying this critical information to buyers, making them critically important.  How’s your brain right now?
Is your thinking a little bit fuzzy? Do you find that you’re forgetting things more frequently than usual? Are you having some trouble concentrating? Is your motivation in a bit of a slump? You’re not alone. According to a Fast Company article from earlier this month, the pandemic may be inhibiting our ability to make every day decisions. A psychology professor at the University of Texas explains that the driving force behind this foggy phenomenon is mental stress. He says, “Stress decreases our working memory capacity, so we have fewer cognitive resources to wrap our heads around all the different options, even for things that are relatively inconsequential.” It’s no coincidence that these are also symptoms of depression. A Harvard Medical School publication further elaborates on these psychological symptoms in saying, “Depression can actually change your ability to think. It can impair your attention and memory, as well as your information processing and decision-making skills. It can also lower your cognitive flexibility (the ability to adapt your goals and strategies to changing situations) and executive functioning (the ability to take all the steps to get something done).” In the wake of COVID we have faced new stressors personally and professionally and depression is on the rise as well. Combined they create a perfect storm in your brain. |
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