Looking after your customers In 2021

You might have succeeded in selling one chunk of work to your customer, but the most successful salespeople recognize that it’s easier to retain a current customer than to gain a new one. In fact many large organizations find this part of the job so crucial that they call their sales people ‘account managers’ - in other words, selling is as much about managing customers after you’ve gained them as getting them in the first place. After all, when you’ve spent all that time and energy gaining a customer, it would be a shame to waste it!

Looking after your customers In 2021

Looking after your customers In 2021

 

You might have succeeded in selling one chunk of work to your customer, but the most successful salespeople recognize that it’s easier to retain a current customer than to gain a new one.

In fact many large organizations find this part of the job so crucial that they call their sales people ‘account managers’ - in other words, selling is as much about managing customers after you’ve gained them as getting them in the first place. After all, when you’ve spent all that time and energy gaining a customer, it would be a shame to waste it!*

In order to keep at the forefront of your customers’ minds, you need to:

  • Establish a personal relationship with each customer. Try to get to know them on a personal - not just a work - level. Keep track of notable dates in their lives to show that you consider each customer as an individual and not just a customer. For example, if you know that a customer is moving house, give them a call to suggest a removal company that you know. And if you find yourself in the vicinity of a customer you haven’t seen for a while, why not phone them to see if they’re free for lunch/coffee or a drink?
  • Act as a useful source of information. Invite your customers to call you at any time if they ever need help or have any questions that they can’t answer. After all, when you have lots of customers you will be able to help your customers network with each other.
  • Keep an eye out for market developments such as news items or articles in journals that you might come across. If you see a press cutting that seems relevant to a customer, cut it out and send it to them. Helping them today might help you tomorrow.