It seems to me, that you’re nuts if you aren’t! After all, customers selling and/or bringing other customers up to their same perceptions are two of the most powerful sales tools available. And yes, I believe your Advisory Board members are likely to do this better than your other customers! Here’s why.
Three years ago, at the conclusion of my client’s inaugural Advisory Board meeting, we asked members if their meeting experience had impacted their perception of their host, and; if it had, how? Seven of the ten members present (70%) said their experience had a positive impact on their perception of their host. Four of them offered the following commentary (which is pretty typical), and the other three said their perceptions hadn’t changed; they already knew how great they were!
- Yes, they really seem to care about what their customers think and want.
- Yes, their business depth gives me confidence in their abilities.
- Yes, they are driven to provide practical solutions much more than I suspected.
- Yes, it’s good to see they want to reach a deeper understanding of my company.
So I ask you. Will these customers make better references? I can almost guarantee it! Is my client leveraging their willingness to help? I certainly hope so!