It’s a digital world, where are you? Today more and more of yesterday’s customers are finding new providers who deliver a digital better experience. I still hear many in sales talking about the need and value of building relationships. The problem is they are using 1990 construction methods.

Today not only buyers but assumed happy customers are clicking their mouses in search of knowledge or, in search of something different, and unfortunately, many current providers are not showing up in their digital windows. Many don’t understand the battlefield where one fights to acquire and keep customers is more and more in a digital landscape.

“Customer experience is weighted heavily in the intersection between the digital and physical worlds.”  Abandon customers in this intersection are just a click away from finding a replacement.

So, many believe that customers buy relationships they don’t, customers buy desired outcomes. Relationships are only one of the components to acquiring or keeping a customer, and today many great relationships are being taken away by new providers who deliver a better experience. Those who believe relationships are their greatest value will fall victim to those who provide a more valuable relationship.

The digital world is the birthplace of many of these better experiences and new relationships. Don’t miscalculate the importance of showing up in the digital windows of your customers. When your customers are surfing for information or your replacement make sure they find you not only educating them but fighting to keep them as well. The power of the digital world is phenomenal. One can open the windows to the world with their fingertip where opportunities to explore the unknown are endless. So, remember, that when you enter the digital landscape do not limit yourself to only what you know.

 “It will be from what you learn in exploration which will spark what else is possible.”

That last quote is also accurate for your customers, proving my point in the necessity to get online and learn quickly how to navigate both prospects and customers through that intersection between the digital and physical worlds.

A tip from Ray

Next time you visit your customer ask them this. Of the products and services, we sell you, what have you discovered online which should concern us? Their answer might provide future directions to keeping all your customers.

See you online!


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THROUGH my creativity and passion for innovation, I help organizations navigate through needed changes. Over the past thirty years, I have had successes and faced challenges. The challenges organizations face today, I not only recognize them, I’ve experienced and navigated them firsthand. Delivering services to all marketplaces continues transforming. Competition is coming from places no one would have imagined. My innovative thinking benefits organizations who recognize change is needed, and more importantly, recognize the value of creativity fueled by experiences. The future of the business to business or business to consumers marketplace will require unique collaboration. I understand the importance of collaboration and have the imagination to bring uniqueness in delivering it. I believe successful innovation and transformation only happens “When an organizations focus is on bringing the future to the present, instead of bringing the past to the future.”
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