They have finally said “yes” and you have made a sale. Hooray! So now what?
What you do next will have a huge impact on your ongoing sales results. It will make the difference between having to be on a continual treadmill of finding more customers or instead having more sales come to you automatically. What you do next will determine whether you will have a linear or an exponential increase in your future sales.
Obviously after they say “yes”, you want to make sure they receive what you have sold them and you may try to exceed their expectations as well. But too many of you make the mistake to assume that just because you have delivered what you said – or even more – they will become loyal customers who will buy from you over and over and will rave about you to others.
What you deliver, no matter how great a job you do, will not create loyal customers. How many great restaurants have you been to once but have never gone back? You never felt like going back because there was something missing. To create loyal customers who keep coming back, you need to do something else, besides just delivering, after they say “yes.”
What you need to do is change the business transaction into a relationship. You need to show that you appreciate and care about them as people. You need to demonstrate that your relationship with them means more than the transaction you just did with them. That sort of caring is what takes you back to your favorite restaurant even if other restaurants have better food. Conversely, a lack of such caring and appreciation causes 68% of customers on average to leave retailers.
By showing your customers that you care about them, and that they mean more to you than the transaction, you dramatically increase the likelihood of them buying more from you and raving about you to others. Appreciating your customers is the path to doubling, tripling, or quadrupling the initial sale. Regular appreciation will grow your sales exponentially.
Showing your appreciation is easy to do. Unfortunately, it is also easy not to do. Perhaps most people don’t do it simply because it is too easy. All you need to do is put in place a system so you regularly and consistently show your customers that you care about them and you sincerely appreciate them. That’s it in a nutshell !
Your system can be as simple as regularly and consistently sending them physical cards of appreciation and gratitude in the mail. You can manually write and send the cards, but I highly recommend that you automate the process. If you use an automated system for creating and sending cards, it will save you money, and more importantly, you will consistently communicate with your customers on a planned schedule.
Make it a top priority to put a simple appreciation plan and system in place within the next week for all your established customers and particularly for any new customers. Make your appreciation system very simple to start with, and sending cards is about as simple as you can get. Plan to send thank you cards, holiday cards, birthday cards, appreciation cards, and other occasional cards to your customers.
Later on, you can add more variety to your appreciation plan. For example, you could add regular phone calls or visits just to check in to see how they are. Another way is forwarding them articles that will help them in their role and business, or sending them personal articles related to their hobbies.
One final and very important point – make sure your appreciation plan is about them and is not about trying to sell them anything. Do not mention your products or services at all as they will think you just care about them as a transaction and your appreciation plan will backfire.
What you appreciate will appreciate. Try it and see.
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