Remember the old days when shoppers used to go to the store, compare products sitting on shelves, and then choose one to buy? P&G called this process the “First Moment of Truth” between the customer and the company.
Yes, that was a long time ago – maybe 10 years.
Now search engines are the new “digital” store shelves, and consumers use online rankings, ratings, product reviews, and social media sites to choose products and services. Google calls this the “Zero Moment of Truth,” or ZMOT, and it now shapes brand images and consumer experiences.
Moments of Truth are an important concept for most companies – the relationship between company and customer occurring between moments when a transaction actually occurs. Now, the ZMOT is the focus of that moment. In Winning the Zero Moment of Truth, Google’s Vice President of Sales Jim Lecinski helps you determine how your company can utilize ZMOT to make sales happen.
Here are our tips for doing just that:
1. Identify your ZMOT Moments.
2. Jump in and be fast.
3. Optimize your content to play well at ZMOT.
4. Find out what people are asking and answer those questions.
5. Put someone officially in charge of your ZMOT.
You can also check out the Google+ page devoted entirely to the topic of ZMOT here for more ideas.
As always, we welcome your ideas and comments.
PriSim Business War Games Inc. runs and designs customized business simulations that teach decision-makers about business, strategy, finance, and leadership.