The Secret to Solidifying the Customer Relationship

Solidifying the customer relationship is essential for sustainable sales, profits and customer loyalty. This means you must manage the  relationship through the entire customer experience. From first encounter to asolidifying the customer relationship customer becoming a raving fan every customer touch either adds to a positive experience or detracts from it. How you handle each touch determines the direction of the relationship. We call  these touches moments of truth.

The Problem

One of the essential moments of truth in solidifying the customer relationship is when the product arrives or service begins.  When people make a purchase decision, they are, in effect, buying a promise that the product or service will deliver certain benefits.  If the product or service does deliver on its promise, the relationship is enhanced.  However, if the product doesn’t deliver, the relationship is in jeopardy.  Consider the impact if you had to wait an hour for your food at McDonald’s, or you were totally ignored at Nordstrom’s department store.  You would be disappointed because your expectations weren’t met.  This rarely (if ever) happens at these two companies because they train their people to successfully manage this moment of truth.  Many salespeople miss the opportunity to solidify the customer relationship because they are off to the next sale.

 The Solution

Personally delivering the product or contacting the customer when service starts is essential for building long and productive sales relationships.  To maximize the success of this approach be sure to do the following:

  • Reinforce the original reasons why the customer decided to buy.  This will support the customer’s original decision, preventing buyer’s remorse.
  • Identify issues or concerns.  If there is a problem, use it as an opportunity to demonstrate responsiveness and commitment to customer satisfaction.

Establish positive, realistic expectations for the product or service.  Make sure the customer is properly educated so that he or she can take full advantage of the purchase.  Address potential problems immediately.

Following these simple but powerful steps will go a long way towards solidifying customer relationships and enhancing your sales success.

Are You Pursuing The Right Sales Opportunities?

Success in today’s competitive marketplace often comes down to pursuing the right sales opportunities. This article explains why this is important and how you can make sure that you do it effectively?

The Problem

Many sales forecasts are missed and sales careers sabotaged by salespeople spending their time pursing the wrong sales opportunities.  This usually occurs because the salesperson reacts to the marketplace instead of attacking it strategically.

The Solution

High performing salespeople are more strategic because they focus on what’s important.

What sets these high performers apart is their ability to employ clarity of purpose, consistent communication to the marketplace, commitment to taking right action and the discipline to execute. These salespeople achieve excellent results because they know:

  • Their clients and the pain they are experiencing.
  • How their product addresses the pain.
  • What message clients need to hear to make a decision.
  • How to move their clients from decision to implementation.
  • When they can’t win.

Because they have a clear and consistent strategy for approaching the marketplace, they are able to focus on important and winnable sales opportunities.  They don’t get distracted by periodic “road kills” that may litter the highway of a major sale.  They also don’t get seduced by the allure of landing the “big elephant” when their chances of winning are slim or none.  The quickest way to zap your time and income is to spend $1,000 in selling effort to land a $100 commission.

To make sure they are pursuing the right sales opportunities, they ask themselves:

  • Is there a fit between the client’s needs and my solution?
  • Can I win?
  • Is it worth pursuing?

By developing the discipline to ask these questions regularly, answer them honestly and then acting on the answers.  Successful salespeople are able to say “yes” to the right opportunities and “no” to the wrong ones.

Work Smarter Not Harder

work smarter Work smarter not harder to get better results. This concept is easy to say yet difficult to do.   When the demands of your job and request from your customers increase how do you respond?  If your natural response is to just put in more time and effort you need to read on.

The Problem

Customers are becoming more demanding and management is always asking you to give 110% . You put out the effort but the results don’t reflect it and your job never seems to be done. If this how you feel then you could be caught in the activity trap.

Many times sales people get caught in the activity trap.  They find themselves running from sales call to sales call without showing much in return.  It seems like the harder they work the less effective they become. Emails, texts and calls from impatient customers never seems to end.

The Solution

If you are or think you are in the activity trap, then you need to step back and ask yourself these 6 questions.  Your answers should provide the focus you need to get back on the Right Track.

  1. Are you calling on the right customers? The one’s who have the ability and interest to buy now.
  2. Are your talking to the right person? The person who can say “yes” and “no”.
  3. Are you presenting the right solution? Your solution is unique in solving the customer’s problem or addressing a need.
  4. Are you presenting the right price? There is clear value established.
  5. Are you presenting the right reasons to buy? You’ve uncovered the customer’s emotional and stated needs.
  6. Is this the right time for your solution? Internal and external barriers have been identified and removed.

Your honest answers should provide you with the focus needed to get you back on the Right Track. By periodically asking yourself these questions you ensure that you work smarter and not harder.