EP23: The 8 Customer Yeses

Every long-term customer your business has went through a series of decision and said yes at each step along the way. 

In this episode of In Demand, Asia Orangio, CEO of DemandMaven, breaks down the 8 customer yeses and how you can create an environment that makes it easier to get a yes each step of the way. 

TL;DR

• 2:30 - There is a series of 8 yeses that a prospect needs to go through to become and stay a customer.
• 3:10 - #1 Yes, I have a problem. A the start comes an initial recognition of the problem.
• 3:40 - #2 Yes, I want to solve that problem. Realizing you have a problem doesn't mean you are ready to take action to solve it. A customer needs to be motivated or ready to take action and often only a customer can take this step.
• 5:13 - #3 Yes, I want to try your solution. Out of all the solutions that exist, a customer needs to be aware of your solution and view it at the top of their possible options.
• 6:10 - #4 Yes, I understand why this is valuable. Typically in SAAS this will happen through a free trial or an initial round of research.
• 6:50 - #5 Yes, I want to become a customer. The prospect is ready to pay and use the product.
• 8:10 - #6 Yes, I want to renew. Every month, quarter, or year your customer needs to continue paying and not churn.
• 10:15 - #7 Yes, I think that new plan or add on will be valuable for me.
• 12:45 - #8 Yes, I recommend this product. Ultimately you want any customer to be happy enough that they would recommend the product to someone who asks about it.
• 14:00 - There is an also a bonus 9th yes. Yes, I'm okay paying more. You want most of your customers to be so happy with the product that they would stay if you raised the price.
• 15:45 - It is worth going through the different yeses so that you can put yourself in the mindset of a prospect or a customer and all the steps they need to go through for your to have a thriving business.
• 20:30 - When you only focus on KPI's you can lose focus on creating an environment that makes it easy to say yes at each of these steps. A no at any of these steps means you are losing money.
• 21:30 - Ask yourself and tune in to your intuition about where your customers today stop saying yes?