Previously in Part 1 of this post, I shared how important it is for salespeople to participate in the customer service arena. I shared the first five suggestions for touching customers in order to maintain their loyalty and happiness. Here in Part 2, I’ll continue with the second five.
- Secure referrals with introductions and testimonials of satisfaction – In selling, referrals are the gift that keeps on giving, but they will only be given by happy, satisfied customers. Why would they recommend a schlub that can’t find his butt with both hands to his best friend or sister? I wrote a 3-part post about referrals before that can be accessed in my archive vault here. Don’t forget that you will achieve even better results when you continually report the outcome of each referral contact to the customer who gave it, whether positive or negative. This simply provides you with one more touch, and often triggers even more recommendations. Testimonials are priceless, whether they are written or in video format. I have been fortunate to receive some great, less than 60 second, video testimonials that are posted on my website (with permission). You can view them here. In my opinion this format is the most believable, and you can never acquire too many.
- Occasionally mail cards (birthday, holiday, anniversary, special circumstances) – For years I’ve preached that everybody on the planet is walking around with an invisible flashing sign on their chest that says, “Make me feel special!” What better way to do that than dropping 2-3 handwritten cards per year in the mail to each customer? Gather relevant information about your customers, and keep that information electronically along with a “come-up” format to trigger you when to send a card. The birth of a grandchild, a wedding anniversary, or an acknowledgement of the winning soccer team the customer coaches, are great examples of opportunities to touch customers. It requires a little work but pays huge dividends for you and your business.
- Send articles of personal appeal based on client interest – As part of your information gathering during your time with each customer, you will no doubt uncover interests they have. I assure you that your stock will go up when you email or snail mail copies of articles and posts that reflect their interests. As an example, a few months ago one of my customers made me aware that she wanted to know more about successfully investing in the market. Recently I read a good article that very simply and understandably outlined how to properly value a company’s stock for potential investing. I forwarded that article to her with a note and shortly after received a very encouraging response thanking me for thinking of her. She also stated that my value to her was worth more than what I charged for my services. All things being equal, a customer like that will probably stay with me even if times get tough.
- Introduce new offerings and re-present those recommended but not yet purchased – Remember that every customer travels at a different rate of speed, meaning that just because they didn’t buy something you recommended six months ago, doesn’t mean they won’t buy it now; especially if you are touching them via some or all of these 10 suggested methods. As you perform these touches the needle on your trust meter goes up. Additionally your customer will begin to give you the benefit of the doubt. Clients like these are much more likely to be open to new offerings your company introduces as well as those previously proposed but not purchased.
- Inform all customers of any special promotions your company or location offers – Nobody wants to be pushed, but everyone wants to be led. Your customers deserve to hear about every special promotion your company makes available. As with the other touch
methods previously mentioned, this one gives you another avenue and reason to make contact. Share what’s going on in your business and let them make up their own mind.
By employing the ten suggestions discussed in these two posts, salespeople will do their part to keep customers happy and engaged. They will also sell more to this group and create many goodwill ambassadors.
————Hello from Prescott Valley————
“Doug, I really appreciate you and what you have added to my sales team this year! Plus I just darn enjoy our short time together each week.” See what Doug could do for you HERE.
Thanks, Matt Golleher, Orkin Owner, Arizona
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