Keep the Customer Happy
A big mistake that a lot of salespeople make is that they spend too much time looking for new customers and not enough time cultivating the relationships they’ve already started with their existing clients. You may recall from the article I wrote titled, Why Stop with a Single Press? that it’s a waste of time and potential revenue to toss out a customer after a single sale.
So how do you sell to a client more than once? First and foremost, you have to make the effort to find out what they might need, and then reach out to them to fill that need. On a more basic level, though, an unhappy customer is not going to buy from you again (and worse yet, they could soil your reputation and endanger potential sales with new customers). If you can keep your customers happy, they’re more likely to buy from you when you approach for the next “press of the olive.”
A graduate of the most recent San Diego ESP Boot Camp sent me a great article this week that quantitatively underscores the importance of customer service. If you put more of your resources into customer service, you’ll not only get more repeat business, but you’ll also get free marketing through word-of-mouth referrals. Not convinced? Give this article a read and see what you think: