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PARELA is my acronym for the chronological stages of customer engagement:
You can read more about each stage below:
Few businesses have a clear customer proposition that captures why they are different, better and remarkable.
As a result, their customers cannot easily and quickly match the products or services offered to their need or desire.
In the PARELA workshops we explore your business, market and competitors and produce a new proposition that can change the perception of your target audience.
The single biggest challenge facing most businesses is simply that insufficient numbers of their prospective new customers know they exist.
And if you're not different, you're invisible.
In the PARELA workshops we will assess current levels of awareness, review your new proposition and decide how best to reach your target audience.
Buying and sales cycles vary greatly in length. It's important to maintain awareness so that your business is front of mind when a customer need arises.
If you don't send out a monthly email newsletter, you are not alone. Fewer than 30% of SMEs do.
In the PARELA workshops we will explore the options for capturing customer contact data and maintaining awareness.
If you've made your target audience aware of your new proposition and reminded them about it recently, and they are still not engaging in greater numbers then the problem is elsewhere.
If this is the case, in the PARELA workshop we will find out why and if we can't find out, you can ask them.
Some businesses lend themselves better to repeat business than others.
If yours does, but your customers aren't loyal then there are tactics you can adopt to capture a bigger share of their "wallet".
In the PARELA workshops you will learn about simple and successful loyalty campaigns and how to implement them.
Advocacy is the Holy Grail in marketing, where your customers do some of your marketing work for you.
Super peers are the individuals in your customer base or network who spread word of mouth.
In the PARELA workshops we will explore tactics for nurturing, incentivising and cloning your super peers.