The selling process is really the beginning of a relationship. In fact, your relationship with a sales prospect, who is now your customer, should continue to grow.
It is far less expensive to cultivate your existing customer base and sell more services to them than it is to seek new, single-transaction customers. Focusing on customer needs, through what is called relationship marketing, is a proven method for repeat sales and a positive business image. You will still need to to seek new customers, of course, but don't overlook the untapped potential of your existing ones.
Relationship marketing also increases the return on your sales investment. When you sell an additional product to an existing customer, you don't have to repeat preliminary steps such as prospecting, rapport-building and information gathering because you're working upon a foundation that's already been laid. So, repeat sales are less expensive to obtain than new sales.
Relationship marketing consists of:
Listening to Customers
They'll tell you what they need from you if you make it clear that you are paying attention to what they are saying.Asking Questions about Their Problems and Needs
If they don't volunteer information, ask questions. Then, focus on solving problems or meeting needs rather than selling them another product. They will appreciate your interest and you will, most likely, make a sale in the long run. And, even if you don't make an additional sale, customers may refer you to someone else based on the excellent service you've provided them.Being honest
Don't try to sell something that's not needed. Likewise, if you can't fulfill particular customer needs, tell them, and try to help them find someone who will. Your helpfulness will be long remembered and those customers are more likely to come back to you when they need your type of product or service again.Keeping in Touch
Mail your customers:- Thank you notes for orders, referrals or continued business.
- Short notes about positive meetings or phone calls.
- A newspaper or magazine article about a customer's business.
- Articles or information about a customer's competition.
- An announcement of your new product or service.
- A notice of a special sale or offer. Include coupons for customer discounts or invite customers to special pre-sale days.
- A newsletter from your company, including beneficial tips and information for your customers.
- A lead for their business.
- A notice of a meeting or seminar of interest.
- A reminder of a pending order or reorder.
In your correspondence, be brief and to the point. Try to make the note personal and handwritten, if possible. And, make certain you use good English and spelling.
