Dare to speak
Tactic number 5
The customer journey
Take a pen and a piece of paper of A3 size or larger. Draw 5 vertical lines and write the following words at the top of the columns respectively:
- Planning and orientation
- Booking
- In anticipation
- Performance
- The phase after
Do you have this? Surprise, these topics are not about you, they are about your clients.
This is the path your clients take. How do they find you?
What steps does a conference organizer take in the orientation phase? Think, for example, of the search terms he or she types into Google. Do they match the content on your website? Then follows β hurray β the actual booking. What is your rate? The period from the booking to your performance also matters, because you want to be well-announced. In short; go through the customer journey and put your brain to work.
Want to know more? Business Tales
PS A keynote speaker on the customer journey is Nienke Bloem. She can be found at www.psaholland.org.
