Customer Success is a corporate philosophy based on ensuring the high performance of customers, and these results come from strategic interactions with your company. According to its creator, Lincoln Murphy, it is: “Customer success is when your customers achieve the desired results through the points of interaction with your company.”
Customer success is when your customers achieve the desired results through the points of interaction with your company. Bear in mind the two pillars of Customer Success which are the desired results and points of interaction, that is, the experience with your company.
So for a customer-centric company the sales process needs to change, being so, the sales team being less salesman and more kind of a consultant – helping to understand and qualify if the lead will be achieving success using your product or solution. But, you might be asking yourself: what is the right customer? He is the one who can pay for my product or service, right ?! Definitely not!
If you have so far been “shooting anywhere” in search of potential customers, it’s time to stop doing that right away.
The correct customer, which we call a good fit, is one who has the potential to succeed with what your company offers.
If you sell a product that does not meet the needs of large companies, why do you want to attract these companies? (It is worth saying that I am not saying this to prevent your company from expanding, but if you are going to do that, you need to adapt everything from your product to your service!)
When defining who your correct audience is, you need to understand the form of communication to capture that you will use.
Tracing her buyer persona and focusing on the pains, doubts, and problems she faces on a daily basis, giving inputs and answers that help her to solve them, becomes the best way to communicate with her.
The focus ceases to be on your product and becomes how your product can help, in some way, solve your persona’s life!
With that being said, I dare to say that the sales process focused on customer success is the privilege of mature companies, who understood that to grow in a healthy way, sometimes it is necessary to say no to some customers.
I’m talking, again, about bad fit customers.
Understand that the customer who has no potential to succeed with what you sell is a potential future churn. And what is worse, he may go out and speak badly about his company in the market, with the discourse of having bought “cat in a poke”.
To ensure that this does not happen, you must have a well-aligned marketing and sales discourse, structure a solid and solid process of passage, not formed by marketing and sales.
This mindset even changes the salesperson’s profile in a company focused on the customer’s success.
The good salesman is not only a “good-natured” guy, persuasive and an objector winner (they are good traits to close the deal, but before he gets there…), he is also a deep connoisseur of the company’s business, a consultant for the customer’s business.
Sales become a filter for the company to serve customers with potential for success – and this generates satisfaction and loyalty.