“Customers do not buy your product or service, they buy what it can do for them.” ~ Dennis Geelen
Are you willing to pay more for the experience? Many will.
A customer centric and innovative culture does not happen by accident. It is cultivated through deliberate intentions. According to Dennis Geelen (https://www.zero-in.ca), 86% of people are willing to pay more for the same product and service just for the experience.
What experience are you creating in your club?
In Dennis Geelen’s book, The Zero in Formula, the service provider – in our case, a Toastmaster’s club – needs to consider in this order: the who, why, what, and how formula. WHO your customers are, WHY they purchase your products or service, WHAT their challenges are, and HOW you can solve those challenges?
This formula easily can be applied to a Toastmasters membership.
- WHO your potential members are,
- WHY they purchase a membership at your club,
- WHAT their challenges are,
- HOW can your club solve those challenges.
Start with ‘Why’. Why did your most recent members buy into your club’s membership?
Ask them for their top three “jobs” that they think having a membership at your club will do for them. In this formula, a “job” is what your most recent member is “hiring” your product or service (a Toastmasters membership) to do for them.
By understanding what caused them to “hire” your club, your club can improve its track record, creating conditions that potential members will not only want to pay for, but will want to pay a higher price for, because your club’s membership is deemed to be of high value.
Don’t try to appeal to a broad audience with a broad customer experience. Is there a specific niche your club has? You need to create a unique experience for each sub segment. Look at all touch points with a critical eye. What is the experience at each touch point? Are you continuing to maintain quality service even after your new member has purchased their membership?
Once you know the Who, don’t stop there. Do not ignore the Why, the What, the How.
The How is about speed and accuracy. If it took too long for someone to get back to them, or the information wasn’t accurate, your potential member will feel the customer service experience was poor, even if you are the friendliest person in the universe.
Have a good consistent message – a “story”. A “story” puts the member as the hero. What is the main problem that you are solving? Ask your members for testimonials. Put these on your website and social media channels; mention a particular member’s story at your next meeting when you introduce your member as a speaker. Reading out their testimonial will not only make your member feel valued but will also resonate with potential members because they will see themselves in that member’s story.
Another great resource for clubs who are interested in becoming a better club is Toastmaster’s International Moments of Truth https://www.toastmasters.org/Resources/Moments-of-Truth. Moments of Truth is part of the Successful Club Series; it outlines how to create a positive first impression of your club and recognize and deal with situations critical to club success.
A customer centric and innovative culture does not happen by accident. It is cultivated through deliberate intentions. When you consider WHO your customers are, WHY they purchase your products or service, WHAT their challenges are, and HOW you can solve those challenges, your club will be closer to offering a better service experience to potential members.
Created by Nancy Movrin DTM Public Relations Manager 2021 – 2022