Today’s consumer expects a higher, more “personal” level of customer service. The days of a prospect walking into your office then closing a deal with a handshake are obsolete. It’s personal relationships and connections which are winning the sale.
This places busy, already overworked sales and marketing professionals in a challenging position. Many ask, “how do I have time to get more personal when I don’t even have time to take lunch?” Fortunately, there are some very easy strategies you can adopt which don’t take a lot of time, but will increase your chances of not just getting the sale, but earning a loyal, lifelong customer.
Make a connection
You can often discover much about a person by simply listening carefully and making a concerted effort to observe their behaviors. Do they drive a car with a particular sports team license plate? Did they mention having a family or children? Are they heading out to the golf course this weekend? Once you discover an interesting “fact” about them, generate a brief conversation around it. Let them talk as little or as much as they would like. If you show interest and allow them to feel a connection with you, they are more likely to then listen to everything you have to say.
Take notes
Jot down notes about your customers so you have common ground to begin your next conversation. The fact that you remembered something they shared with you during a previous encounter will help move mountains toward making the sale.
Demonstrate your willingness to make the extra effort to earn their business
Don’t just tell them – show them you want their business! Demonstrate why they should patronize you over your competition. Will you be available to personally handle any issues which may arise? Can you make additional phone calls and pound pavement to ensure they get the best rate? Many auto dealerships are even going so far as to offer incentives such as “free oil changes for as long as you own the vehicle” to earn long-term business.
Follow-up with the sale
Once your prospect becomes a customer, be sure to follow-up with a quality assurance call. Find out how they are doing. What are their thoughts and impressions about their experience with your company? It’s important for them to feel your relationship is genuine – you aren’t in it to make a quick buck, but want to earn their loyalty.
While establishing more personal relationships with prospects can be time-consuming, keep in mind that a satisfied customer who feels a connection will not only come back, they will most likely refer family and friends. And, while you definitely want to conduct your own follow-up phone calls, consider also utilizing an outside professional company, such as Global Response, to conduct neutral, unbiased quality assurance calls.
Additionally, exploring how to cross-sell past customers on additional products and services is a streamlined approach to generate qualified leads. For instance, if you are a mortgage lender whose company also offers a bankcard or various types of insurance, are your current customers aware of this? Depending on how much time you have at your disposal, you can either explore cross-selling opportunities yourself, or, companies like Datamyx can offer a number of customer retention solutions. Their complimentary, risk-free analysis helps identify how many of your customers are actively shopping for mortgage, bankcard, installment or insurance products.
So, when it comes to surviving in a competitive, dog-eat-dog environment, keep this one phrase in mind - “Making a connection will win their affection”. Good luck!
Gina Smith writes freelance articles for magazines, online outlets and publications. Smith covers the latest topics in the business, golf, tourism, technology and entertainment industries.