It is axiomatic in virtually all forms and varieties of sales and sales management that your best prospects are your present customers. Down and done! You have landed the big one...but can you keep him? Or will he drift away to one of your competitors?
Getting the second order is almost as important as getting the first one. Neglecting the customer can mean that you will not get the second order. Your new customer care plan should be at least as thoughtful as your sales plan was. The sale is not complete until you have carefully planned how you will cultivate this customer.
Did you deliver on time, as promised? If the shipment is late, or is going to be, be sure to tell the customer before he tells you. He will respect you for it. Advance notice always takes the sharp edge off a disappointment. Work with the customer on ways you can help to ameliorate the damage, if there will be any.
Follow up to ascertain that your product is truly meeting the customer's needs. You may feel sure that what you have sold is what the customer needs, but it's now time to be absolutely, positively certain. A lack of contact at this stage may have the potential for dooming the future relationship. If you find that the customer's needs are not being 100% satisfied by what you have sold, call on the resources of your entire organization to do more--bring up the big guns!
Probe (gently!) for additional customer needs. What else can you do or supply? If the answer is nothing, accept it and concentrate on doing the best you can do about what you have sold. But you may find that the customer will be pleased with your interest and open up about his company and its needs, and even about himself.
Ask for a testimonial that you can use in your advertising. Nothing cements a relationship like the customer seeing his name and words in print. If he cannot lend his name to your ad, ask him if you can use his initials. If that fails, offer to use a pseudonym followed by the words "name changed."
Truth in advertising should be your watchword. And if something turns out to be untrue, beat the customer to the draw by telling him before he tells you. He will respect you for it.
Remember another old axiom: If you always tell the truth, you never have to remember anything else.
Chuck Swann is the senior editor of Paperitalo Publications. He can be reached by email at chuck.swann@taii.com.
For more information on Paperitalo Publications, feel free to contact:
Curt Gifford
cgifford@taii.com
770-367-4823
Helen Roush
helen.roush@taii.com
937-403-8602
Jim Thompson
jthompson@taii.com
678-206-6010
