Why to use 101
A radical change in customer behavior and interaction has taken place! At every stage of the purchasing process, somebody is talking about you. At any time, positive and negative messages are exchanged and considered. Today your customers are qualifying you, not vice versa!
Marketing campaigns are generating noise and raising awareness for your product or service. But why is it necessary to put so much emphasis on credibility? Because your prospects check out and qualify whether the promise of your advertising or the superlatives in your sales collaterals can be backed up by your collective customers‘ experiences. Only after this thirst for authentic knowledge is fulfilled will the purchase be considered and made. Either by picking up the phone, reaching for an order form, or entering one of your stores.
It’s simply a matter of understanding who your target customers are, what’s important to them, and through what means they are choosing to communicate with their peers and with you.
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