The Top 5: Sales Rep Traits for Increasing Customer Loyalty
Tips from the trenches to keep your copier career on track
Increasing Customer Loyalty Promotes Growth
“Customer loyalty is the key to profitability” according to sales guru, Geoffrey James, for the simple reason that it costs more “to acquire a new customer than to keep a current one.” But if you can move beyond basic customer retention to true loyalty, the benefits to you and your company can be huge. Marketing firm, New North, frames it as a win-win situation – focusing on developing loyalty “results in a higher value customer for you and a higher value experience for your customer.” Not surprisingly, the top salespeople in any dealership have mastered this art. Here’s how they do it:
- They translate product features into business results. The best salespeople are fantastic listeners, willing to spend time learning about the client’s business needs. With this understanding, they can translate what they know about product specs and features into how the product will save the client’s time, lower costs, and increase profits.
- They value relationships more than numbers. Great salespeople know how to look beyond the current month’s quota to focus on what’s most important: building strong relationships. Of course, they know how to close a sale but they also know when to hold back – taking the long-view in promoting the customer’s best interest and cultivating future sales opportunities.
- They have a rock-solid service department behind them. Behind every great sales rep, there’s a great service department. The most successful reps recognize that without excellent service, there is no opportunity for repeat business. They align themselves with companies that can provide the level of support necessary to create customer loyalty.
- They don’t make promises they can’t keep. Some salespeople will say just about anything to win the business but lose credibility (and future sales) when the product or service falls short of impossible expectations. Smart sales reps recognize their company’s limitations and manage customer expectations accordingly. Under-promise, over-deliver. Rinse. Repeat.
- They focus on solving problems, not placing products. In a Solutions Industry, the best salespeople must understand that solving their clients’ problems truly is the key to making sales and generating repeat business.
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