Techblog
Three customer relationship tips for better sales
Sales is all about relationships with customers and a good relationship is never a one-way street. There must be give and take on both side. Here's how small and medium enterprises (SMEs) can form solid ties with customers.
You've probably heard the proposition: “Sell me this pen”.
In the film The Wolf of Wall Street, stockbroker Jordan Belfort challenges his dining companions with this proposition at a fast food joint.
Reaching for the pen, one of them bravely takes up the task. “Do me a favour, write your name down on a napkin for me,”
“I don't have a pen,” Belfort replies. “Exactly. Supply and demand, my friend.” He sealed the deal.
While that was an effective sell, it is not very realistic. Truth is, companies don't have absolute control over supply. Competition is usually rife.
To sell a “pen”, SMEs have to figure out what clients need and tailor a pitch to their liking. This is just the beginning though. If you want to encourage repeat sales, you need to consider the customer relationship. A happy customer is more likely to return, or even better, tell their friends about your service.
Keep these tips in mind when it comes to building customer relationships to grow sales:
1. Set up communication lines
Simply put, let clients know that help is available if they need it. It's not just a matter of open communications though, you need to be proactive about solving problems or offering extra service and advice. This takes you a step closer to being your clients' first call as a trusted advisor when they have a problem.
While an SME has limited resources, work around these. For instance, it may not be practical to respond to round-the-clock queries. So, set a standard response time and let clients know what to expect. Be open to integrating technology such as a live chat function. Additionally, set up social media channels. Facebook is free and you’ll find most of your customers on there – make it easy for them to chat on the platform they prefer.
2. Don't be afraid to apologise
It could have been a botched delivery, an expired product or a case of poor customer service. While there is no guarantee that apologising will appease every unhappy client, it certainly won't make matters worse. This should also open an opportunity to go above and beyond. Work out what else can be done to delight your customer to turn around a bad experience. Try to view every mistake as an opportunity to review in-house processes, and ensure you do better next time.
3. Seek regular feedback
All too often, a company only receives feedback when things go awry. That is not enough. Feedback, both negative and positive, can give SMEs a first-hand insight into a client's needs. This can lead to valuable product and service improvements. Create a mailing list. It is a great way to launch surveys, share updates and show clients that you care.
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A good sales relationship is key to repeat transactions
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Set up strong communication lines with your customers
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Don’t be afraid to apologies when issues do arise
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Always seek customer feedback, find out what you’re doing well and what can be improved