Small actions lead to better sales results

PBN Staff

05/22/2010

It’s easy for just about anyone in business – including companies, salespeople and marketers – to fall into a pattern when dealing with customers. We all develop shortcuts and templates to help simplify our daily routines, which also make it easier to manage the workload.
While such an approach may help us get through the day, it can also be dangerous, particularly when the competition is waiting for even the slightest opening that may get them through the door.
Customers don’t want to be taken for granted or receive attention only when we want to sell them something. They respond positively to the signals that say, “We really appreciate having you as a customer.”
Here are a number of customer-care actions that will build sales:
&#8226 Contact customers when it’s not necessary. Apple consultant Craig Batt of MacShaman checks with clients a week or so after doing a job. Not only does he ask for feedback on what he did, but he passes along helpful information not directly related to his work. It says that he is appreciates the relationship as well as the business.
&#8226 Let them know how much you like working with them. Why assume that they do know? Letting them know in writing why you like working with them puts it squarely on the record. And it usually winds up in a frame hanging on the wall in the customer’s office.
&#8226 Ask them what you could do to make working with you easier. Even when you have a good working relationship with a customer, there still may be something that bothers them. It’s always good to uncover the issue and get rid of it.
&#8226 Tell their story to others. Word-of-mouth has power, perhaps now more than ever. So, when it’s appropriate, and you have the opportunity, speak up about your clients. “I know that company, and they’re good people.” Such words carry weight.
&#8226 Pass along leads. A good lead may be the greatest gift you can give anyone. A customer will appreciate it far more than tickets to a game or a round of golf. It shows that you care. &#8226 Do something a little extra. Bill Donahue, owner of Crown Supply, an electrical and fire alarm wholesaler based in Providence, always thanks his customers for doing business with him. It’s their loyalty that makes the difference. He sends a personal thank you to them several times a year, along with a gift card.
&#8226 Make suggestions for improving their operation. Your knowledge base is unique, and your experience can complement that of your customers. Your helpful suggestions give meaning to being a partner.
&#8226 Pass along helpful information. Customers will view you as a resource if you pass along useful information. Whether it’s an article or an idea, it lets them know that you are thinking of them.
&#8226 Lend a hand. Every customer has a crisis or some time when they need help. Ed Testa of Champion Capital, an equipment-leasing company, spends a lot of time at trade shows, but not where you might expect. He’ll be busy working a client’s booth. “They’re always short handed,” he said. He also writes a lot of business that way.
&#8226 Utilize the power of recognition. Whether it’s recommending a customer for an award or suggesting them for a news story, you can play a role in helping to bring them well-deserved recognition.
&#8226 Be candid when asked for your opinion. It’s a pivotal moment when a customer asks your opinion. Will you be a wimp or will you be candid? Candor creates respect, even though someone might not agree with you.
&#8226 Show your loyalty. After doing a good job for a customer, that’s when one of their competitors wants to give you their business. Think twice before compromising your loyalty.
&#8226 Don’t cut corners. When a customer has been around for awhile, there’s a tendency to put them on cruise control. If the customer doesn’t figure it out first, a competitor won’t be far behind to move right in. &#8226 Come to a customer’s defense when you hear criticism. There may be times when “silence is golden,” but not when someone’s criticizing a customer.
&#8226 When something hasn’t gone well, let them know what you would like to do about it. Yes, things go wrong, no matter how hard we try. When this happens, jump on it quickly and tell the customer what you’re going to do to solve it.
&#8226 Respond reliably. A recent survey of buyers found that getting back to them is a top priority. A highly successful life insurance salesperson serving wealthy clients credits part of his success to returning every telephone call and answering every e-mail the day they are received.
&#8226 Leverage the power of “free.” Insurance agent Mark Rosenthal has a free offer for a helpful tool he prepared. It’s called “Organizing Your Personal Affairs” and it’s about getting important information together. But remember, free means free, no strings attached.
&#8226 Take the initiative. Step up to the plate and act before you’re asked. Initiative shows you have ideas and are capable of undertaking new and challenging tasks.
&#8226 Keep your word. If you say you’re going to do it, do it. If for some reason you can’t, then explain why and do it quickly.
&#8226 Show respect. Getting too friendly can undermine the customer-salesperson relationship. There should always be some distance as a way of showing respect.
Individually, each of these customer-care actions has value, but when taken together their impact can be enormous, even transformative. &#8226