Who's talking to your customers? Is it your competition? Why or why not? When you stop to think about it, these are valid questions. Most people rely on some sort of clientele for their business, and can improve on customer relations. A more holistic approach to this process incorporates the more global question:
How can I create customers for life?
Two main objectives in the "customers for life" program are getting repeat business and referrals from your clients. Amazingly, few people diligently pursue these objectives. Many studies have demonstrated that the cost to obtain a new client greatly exceeds the cost to obtain repeat business or referrals from existing clients. Some of the key concepts in mastering the "customer for life" notion include positioning yourself or your company in the mind of your customers as the valid solution to their problem, creating a relationship with your clients, and overtly soliciting referrals. Obviously the concepts can be adjusted depending on the type of industry one is in. Let's examine each concept by itself.
Assuming that a business agreement has been reached, it is important to continue to reinforce the idea that you are the continued, and ongoing solution to a challenge, in the client's mind. This is accomplished through continued and planned communications with the client regarding the service or product that is provided. Product or service updates, or other free information are also examples of this kind of communication. For instance, a mortgage professional may supply each of her clients with quarterly rate-updates to keep them informed about the market -- she includes her name with each update. Other reasons to contact customers could be a product/service survey or announcement.
Closely intermingled with planned and continued communications with clients relating to specific products or services is the concept of "relationship marketing." This involves keeping informed about some aspect of the client's personal life, perhaps sending greetings on special occasions, for instance. Popular businessman and author, Harvey Mackay, has incorporated the "Mackay 66" in his business. This is a comprehensive, detailed information sheet about clients that incorporates everything from anniversary dates to birthdates of the client's children.
The list contains his clients' business and personal data. Mackay attributes much of his success and that of his organization to the concept of taking a very personal interest in his clients' lives and interests. He also has developed very close and enduring friendships with his clients that are personally gratifying.
Finally, the concept of continued solicitations for referrals is important to people who produce at a high level. An old saying goes, "ask and you shall receive." While one may have very satisfied clients, a referral is many more times likely if it is kindly requested. Most of the high producing people in any field can completely relate to this. Even satisfied clients need to be approached to get referrals. If you're not asking your clients for referrals, your competition may be!
High-producing people will testify to the effectiveness of getting to know their clients. Also, high producers remind clients of a job well done by staying in touch and by asking for continued business. If you're honest, and good at what you do, you owe your clients and their possible referrals no less.
Set aside some time to plan and make it a priority. Otherwise, it will be one more important idea that is sidestepped by the urgent activities of life.
Eric Johnson is a regular contributor to the Investor's Value View financial newsletter. To send comments to Mr. Johnson or to learn more about the Investor's Value View newsletter, visit http://www.valueview.net.
There are always some great, fast and easy ways to... Read More
Developing an abundant supply of targeted referrals is the number... Read More
Today's manager lives in a world where change has attained... Read More
You are about to speak to a potential client, go... Read More
My wife and I watched the movie Ray a couple... Read More
I recently found myself suffering from a lousy cold; all... Read More
You do have a "Pipeline" don't you? You know, the... Read More
Congratulations! You successfully sold one or more of your company's... Read More
Sales marketing online is an art that you must keep... Read More
The telephone is still the best and most effective way... Read More
From surveys and experience, we've noticed many setting excellent goals... Read More
Selling is everyone's lifeblood whether they realize it or not.... Read More
You have a choice. You can stand out or blend... Read More
The saying "No man is an island" is an undeniable... Read More
A myth can best be described as somebody or something... Read More
To be totally in tune with the needs of your... Read More
Selling online can be very difficult, more difficult than in... Read More
"The Close" is sales jargon for the bit where you... Read More
Unquestionably when the word hypnosis pops-up in a conversation or... Read More
A "Call To Action" is an invitation for your prospective... Read More
From a customer's perception, it's easy for a salesperson to... Read More
I have found that the best sales people are the... Read More
7 Phrases You Can't Say in Sales (Because They Will... Read More
When sales are down, a salesperson must begin to take... Read More
One of the biggest problems for many business owners is... Read More
Trade shows are so obvious. You go. You hand out... Read More
Setting prices is a dilemma most service business owners encounter... Read More
I have to admit, I have an 'addiction'.Sometimes this addiction... Read More
For many individuals in business the hardest part is selling.... Read More
I put together this little article because, although basic, we... Read More
What does it take to be a WINNER during these... Read More
When selling a product to a customer, it is very... Read More
Last Friday, I was spending one last day of freedom... Read More
I'm about to challenge your belief system, or at least... Read More
An area many businesses fail to recognise as a way... Read More
Yikes - My Feet Hurt!Concrete. Tiles. Cheap carpet. Walking, walking.... Read More
When sales are down, a salesperson must begin to take... Read More
Do you frequently hear that from a prospect?"I'll Think It... Read More
Do you invite your prospective customers to ask questions ...or... Read More
Here are 4 easy ways you can boost your sales... Read More
This issue's topic on sales prospects comes in response to... Read More
Over the decades that I've been involved in sales, I've... Read More
Three qualities are needed to sell anything in life. They... Read More
What is it with appraisals? In September and October there... Read More
For those of us working in the exciting world of... Read More
My silent fish tank was no more. Enough water had... Read More
Here's a surefire method to guarantee you achieve the best... Read More
Does your business run on a sales engine or a... Read More
PEOPLE DO BUSINESS WITH PEOPLE THEY KNOW, LIKE, & TRUST.... Read More
When I broke into sales in 1986, I read several... Read More
We all make mistakes when selling our product or service.... Read More
Ever thought to yourself, "If only my team members would... Read More
One of the biggest problems for many business owners is... Read More
Mention the word sales or salesman and two out of... Read More
I put together this little article because, although basic, we... Read More
Each of us sells every single day. We are all... Read More
Your mission as a business owner is to develop a... Read More
When selling a product to a customer, it is very... Read More
I have found that there are two best ways to... Read More
Perhaps the biggest challenge faced by salespeople is the problem... Read More
Performance and motivation are like chocolate & peanut butter; the... Read More
If you knew a few sure fire ideas that have... Read More
Are you worried about whom you'll sell today so you... Read More
Sales marketing online is an art that you must keep... Read More
When you are in sales, you have the choice to... Read More
Why are some sales pitches more persuasive than others? Are... Read More
Sales Training |