How to Retain Customers on a Regular Basis

how to retain customers How to retain customers on a regular basis is an important step for increasing sales, profits and customer loyalty. Here are three reasons why.

  • Most (68%) customers stop doing business with a company because of indifference.
  • Existing customers are more profitable long-term than new customers.
  • It costs 5-6 times more to gain new customer than it does to keep an existing customer satisfied.

That’s why one of the cardinal sins of selling in the New Economy is taking your customers for granted. Failing to communicate or stay in regular contact leaves the door open for prob­lems to arise and temptations (the competition)to enter the picture. If the lines of communication aren’t open, the cus­tom­er may not remember you or won’t think to notify you if a problem occurs or a reorder is desired.

As a salesperson and as a company it’s important to have programs in place on how to retain customers that is effective and efficient. This will maximize selling efforts and deliver the best bottom line results.

In the New economy it’s not enough to just stay in touch. Staying in touch is important but it’s only half the battle. Once contact is made, you must use the opportunity to the maximum advantage. This means that when you make customer  retention calls they must be:

Unique. Each call should have its own unique reason for existence (follow-up on a new product, information on company inno­vations or changes and new incen­tives).  Provide the customer with new information, ask additional questions, tackle varied topics.  Your customer does not want to rehash old information or waste time.

Memorable. Make each call count by making a lasting impression on the custom­er.  Customer retention calls are a personal­ly deliv­ered commercial for your product or service.  Offer your customers “food for thought”, make them laugh or give them something to remember the call. If you don’t do something to stand out in the “sea of sameness” your message will forgotten soon after you leave the call.

Personalize. Since most sales are emotional decisions supported by logic you must use theses call to connect with your customers on an emotional level. Helping your customers emotionally identify with you. your product and your company is an essential step in building customer loyalty.

Many salespeople view customer retention calls as perfunctory at best and occasionally a waste of time. Miscalculating the importance these calls usually leads to the deterioration of a relationship and ultimately lost sales.

How to retain customers on a regular basis must become a priority if you want to protect your most important asset, your customers. Remember the saying, “If you don’t take care of your customers someone else will!” Put a customer retention plan in place today.

To learn how your customer retention plans stacks up take the Growth Positioning Survey now.

Sales Management Strategies: Making Sales Calls with Your Reps

In today’s demanding marketplace sales managers must have strategies for increasing sales and developing people. Besides enhancing relationships with customers making calls is the best opportunity to do both. This article outlines strategies for making three different sales calls that will drive sales and develop your people. They are:

• Training
• Joint
• Coaching

Each has a different purpose, strategy and the roles for both you and the salesperson are also different.

Training calls teach the salesperson how to do a specific aspect of the job. Your make the presentation while the salesperson observes. The key to a success is for you to demonstrate proper selling skills and techniques. Your job is to give the salesperson an effective model and make sure the salesperson understands how to perform the aspect of the job you have demonstrated. Before the call, make sure the salesperson knows:

  • The objectives (both performance and development)
  • The skills or techniques you are demonstrating
  • His/her role

After, be sure to review the following:

  • Were the objectives achieved?
  • What helped?
  • What hindered?
  • How else could the call have been made?

Joint calls support a team approach. Both you and the salesperson have defined roles and responsibilities. Before, make sure you review the following:

  • The objectives (both performance and development)
  • The strategy
  • What role will each person play?
  • Who is responsible for each segment of the call?
  • How will you interact during the call?

After, you should discuss:

  • Were the objectives met?
  • What helped?
  • What hindered?
  • How could the call have been improved?
  • Who is responsible for following up on commitments made during the call (if any)?

Coaching calls are designed for you to observe and assess the salesperson’s performance. The salesperson’s role is to make the sales call. Your role is to observe and offer feedback after the call. Coaching calls are a true test of your listening and observing skills, not your selling skills. Before, be sure to cover:

  • The objectives (both performance and development)
  • The strategy
  • Responses to obstacles that may come up

After, discuss the following:

  • Were the objectives met?
  • What helped (what were the salesperson’s strengths)?
  • What hindered (what were the salesperson’s improvement opportunities)?
  • How could the call have been improved or handled differently?
  • What actions need to be taken next

Seating relative to the customer is important on each situation. The key is for you to situate yourself consistent with the agreed upon role and objectives. Use these guidelines:

Training calls-Position yourself closest to the customer so that the salesperson can observe easily. Also the proximity to the customer establishes that you are taking the lead.

Joint Calls-Sit side by side with the salesperson. This signals equality of your roles and makes it easy for “handing off” to each other.

Coaching calls– The salesperson should be closest to the customer making sure that you are out of the salesperson’s peripheral view. This positioning establishes the salesperson as the lead and helps prevent the salesperson from presenting to you instead of the customer.

To increase sales you need a well-trained and high performing sale force.Making sales calls with your salespeople gives you the greatest leverage points for developing them and making sales. To make sure you have successful call strategies set clear expectations and define roles.