{"id":4354,"date":"2018-10-31T09:27:45","date_gmt":"2018-10-31T14:27:45","guid":{"rendered":"http:\/\/etereman.com\/remanu\/?p=4354"},"modified":"2018-10-31T09:27:45","modified_gmt":"2018-10-31T14:27:45","slug":"guiding-your-customer-experience","status":"publish","type":"post","link":"https:\/\/etereman.com\/remanu\/2018\/10\/31\/guiding-your-customer-experience\/","title":{"rendered":"Guiding Your Customer Experience"},"content":{"rendered":"

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\nAs the air develops a cool crispness and the trees begin turning yellow and red, it means it is time for more than just football and pumpkin spice lattes.\u00a0 It\u2019s college-campus-visit season.
\nAs a father of both a college sophomore and high school senior, I have been on my fair share of college campus tours.\u00a0 We chose schools to visit because of their proximity to home (or lack of proximity), the school\u2019s reputation, the school\u2019s promotional materials, or a college fair.
\nIf you have not gone through this process before (or yet!), it typically begins with an advance online registration for the tour, check-in for your scheduled tour, viewing a brief presentation, and then a walking tour with a guide.\u00a0 This guide is either an upper-class student or an admissions counselor.\u00a0 And this guide can be the difference between a potential applicant choosing to apply or dismissing the college altogether.
\nFor two of my daughter\u2019s campus tours, we had 2 vastly different experiences because of the tour guides.\u00a0 We considered both of these schools, in advance of the visits as simply \u201cmaybe\u201d schools.\u00a0 In the first instance, our tour guide was great \u2013 she was well-spoken, knew her material, and communicated in a way that reached the potential applicant.\u00a0 In the second instance, our tour guide was not great \u2013 she seemed uninterested, read from a sheet of paper, and spoke more to the parents than the applicant \u2013 we even left the tour early.\u00a0 My daughter did apply to the school with the great tour guide and not to the other.
\nWhen college tuition, room and board can cost between $40,000 and $280,000 for 4 years, I believe the tour guide is the most important sales tool of a college. Similarly, when a customer is deciding if they want to do business with us, I must too be well-spoken, informed, and communicative about our business and the benefit this customer will experience by working with us; our relationship will likely last 4 years\u2026 and beyond.
\nWhether a physical or digital tour, it\u2019s the job of the tour guide to tell a story and sell an experience with the business.
\nWhat is your most important sales tool? And is it telling the story you want told?<\/p>\n