Continue to 'Date' the Customer
Once upon a time a client was a client for years. It was not unusual to hear of relationships lasting a couple of decades. Salespeople (myself included) were invited to holiday parties and summer picnics, sometimes even family weddings.
Whether it was the death of loyalty or the increased emphasis on the bottom line that killed this trend is not the subject of this blog. Instead, I want to encourage you to continue to date the customer even after the marriage.
The most attention a client ever gets from us in sales occurs prior to the first order. This is when we are most responsive, most attentive, and most interested in making a good impression. We hustle. We return phone calls immediately. We make the customer feel like, well, they are our only customer.
After the deal is consummated and business starts to flow in, the honeymoon is over and they become a client, just like every other client. Ho-hum.
By developing a short memory and forgetting about any assumptions you are making, you will continue to earn the client’s business and strengthen your hold on the account.
Others will flirt with the customer in an attempt to woo them away. But if you continue to date and pursue their business, the fact that they feel wanted will help to turn the others away.
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Bill Farquharson is a respected industry expert and highly sought after speaker known for his energetic and entertaining presentations. Bill engages his audiences with wit and wisdom earned as a 40-year print sales veteran while teaching new ideas for solving classic sales challenges. Email him at email@example.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 salesvault.pro.