Two Easy and Free Ways to Ward Off Competitors
Once upon a time (back when I first started in sales), there was a thing called, “customer retention.”
Customer retention meant the client was essentially yours to lose. That is, do a good job at a fair price and you could be reasonably assured of a lasting relationship.
Whether it’s competition or the economy and abundance of information available on the Internet, we aren’t in Kansas anymore when it comes to developing long-term relationships with clients. In many cases, you’re as good as the last job you shipped in.
Wouldn’t it be great if you could get that back?
All this week, I want to talk to you about how to become bulletproof in an account. BULLETPROOF. As in, you aren’t going anywhere!
Starting with today’s tip and continuing with the blog tomorrow and then the insider bonus content Sales Vault members receive, let’s rebuild that 30-year customer!
While the transaction of order entry and customer communication might be rather cold, you need to make it personal and embed yourself into the fabric of the company.
Start with appreciation.
Do you appreciate your customers' business? Of course you do. Do you tell them how much you appreciate their business? Probably not. We might think it, but very few speak the words.
When a client gives you an order over the phone, try saying, “I appreciate the business.”
When you open a new account, utter the words, “Thank you for placing your trust in me.”
These simple statements bring things to a human level. It makes the transactional personal.
Next, run for mayor of the company. That is, get to know everyone at the account. Take the time to meet one new person each visit. Ask people about their job. Ask them about their challenges. Chat it up and write it down. That is, take copious notes after each visit, detailing conversations first on a pad of paper as you sit in the car and then in your CRM afterward.
When you return to that account, take a moment to review names and notes.
You want to make yourself known down every hallway and in every office.
One of the best ways to become bulletproof is to become an important part of each account. Appreciation goes a long way. It’s free. It’s easy. Your mother would be proud. Taking the time to get personal brings the relationship to a much deeper level.
Make your customers your friends. Make the relationships bulletproof.
Bill Farquharson is a sales trainer for the graphic arts. Email him at Bill@AspireFor.com or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault are available at BillFarquharson.com.