How to Ensure Customer Loyalty
66First Step Towards Building Customer Loyalty
You've probably heard it said that people buy from people. Ask any salesman and they'll swear that it's true. Developing good rapport does a lot to ensure customer loyalty.
That good relationship that you are building with your clients and potential clients doesn't just happen. You can't get sales on charm alone, you have to be able to fulfill a real need, and that's the first thing to assess.
Once you do so, you are armed to effectively show the buyer all the features and benefits of your products and services in a targeted way. This increases your chance of a successful sale. You have effectively given them the reason(s) why they need your product to solve their problem.
Advice on How to Ensure Customer Loyalty
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Okay, So How Do You Assess The Need?
First of all, you engage in the very basic concept of asking questions. For purposes of this illustration, we are assuming that the client already has something in place that isn't working for him.
- What is the prospect looking for?
- Why is he unhappy with his current product or service?
Since he's looking for a change, there must be something specific missing for him. Is what you're selling a better, happier choice for the application or situation? The point is, you won't know if you're holding the answer to your client's problem until you ask questions and get as much information as you can.
If you decide the client would benefit from what you're selling, then you can point out all the wonderful, advantageous reasons why. In all likelihood, this will sell your product, as you've found out what your prospect needs and have provided the solution. It's a win/win situation for you both.
"Basically A 3 Step Program"
- Ask the right questions
- Give the right answers
- Take the order
A Word To The Wise
One word of caution. If what you are offering truly does not fit the client's needs, do not pretend that it does just to make a sale. Your reputation and integrity depend on honest business dealings, which will help you secure more orders in future.
How to ensure customer loyalty? Build a relationship on trust and fill a need or solve a problem. Then reap the rewards because you will never go wrong that way.
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- 9 Tried and True Tips for Getting New Customers
Are your customer creation methods stale and outdated? Do you need some ideas to generate a flow of new clients? Try some of these 9 Tried and True Tips for Getting Customers.
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That is absolute truth, Shirley. The asking questions thing is essential too. And the real key is in L I S T E N I N G to their answers too. I've seen so many salesmen who ask a question and then want to jump in with a "solution" the second they think they know what the client is getting at. Besides being rude on a basic human level, frequently they miss the little details the customer is giving them that would have helped them close a sale. It's hard enough to teach young reps to ask open ended questions, and sometimes impossible to get them to shut their holes long enough to hear the whole answer.
p.s. the model in your photos is hot, I'd buy from her. lol
Yes, I think the most successful salesman present properly rather than do a hard sell. Hard sells usually turn people off.
Thx, RB!
Aw now, Shadesbreath, I was trying to be nice and not mention that almost all salesmen er, salespeople, talk wayyyy too much. They really do. The only reason for that I can come up with is that they labour under the misapprehension that if they keep talking they'll wow their customer with facts and secure a sale, which is exactly the opposite of what really happens. (Is that sentence long enuf?)
Either that, or they think the client will buy something just to shut them up.
Presentation is everything, as we used to say in the Promotional Products industry. If a rep can do his job in a friendly, relaxed manner and LISTEN, then the sale will come to him. He won't even have to reach for it.
Thx, Shadesbreath!
BTW Shadesbreath, I gave the model your number and told her to dust off her most expensive items for you. She was all giggly and breathless. :)
Maybe I should invite her to our meeting of the United Female Species. Tonight's topic include slides on the Praying Mantis' mating habits. Fun!
I believe the problem for most salesmen is that the commission structure traps them into a mindset that does not bode well for the establishment of a "friendly, relaxed" sales environment. Discounting the greedy sort (of which there are many) I can tell you from personal experience that most young sales guys coming through aren't greedy at all. They're usually just desperate to pay their mortgage.
I've seen so many guys (and been there myself when I was young) so panicked by the looming end of a pay period that they can't help but practice bad selling technique any more than a drowning person can help clamoring onto the head of the person who swam out to try to help them. Establishing a loyal clientele takes time, as much as 2 years in a traditional outside sales territory, and that's a long time to be patient for folks whose kids need food and shoes right now.
(Ok, just read that other comment... um... tell her that, uh, I'll stick to her mail order catalogue if she gonna go all mantis on me like that. heh.)
Ah yes, you're right. It is harder for the young ones just starting out. They don't have a customer base or experience under their belt.
Sounds like you are or have been a sales manager. That can be a thankless job at times, but the reps really need you. Hopefully, what you teach them will shorten their learning curve and lean times. That's where a draw, salary or salary plus commission structure can help. Then at least they won't starve to death while they're building their clientelle.
I liked working with reps, but I would never want to be one. It's a hard job.
I agree wholeheartedly with your approach here, thank you for the hub!
The financial institution I work for is very much on the high pressure end of sales. We have to badger every single person every single time for more money, more loans, more investments, and they get truly sick of it. I'm actually in customer service, but I have quarter million dollar a month sales requirement. I send people to another person to close the sale, and half the time if I can get someone over to the closer, that sales person is so surly and bad-tempered over their own lack of commission that they fight with me if its anything less than 6 figures. I hate it.
If businesses would just treat customers as if they cared about them would be easier to cross-sell financial products. Everyone seems to be in it for the fast buck these days, it's very discouraging.
I've done both. Being a rep is much better than being a sales manager. Once you establish yourself in a territory (assuming you are a halfway decent rep) you have no worries as a rep. Being a sales manager sucked. Corporate is on you, the reps are whining, the warehouse is whining, customers are whining. Bleh.
Frankly, I'm sick to death of the marketplace and all the grubbing for money going on in our world today. I need one of my novels to stick so I can just sprawl out like Shamoo beached somewhere under an umbrella sucking down beers and rattling off a sequel on my laptop as my kids throw sand at each other down by the surf.
Hi Pam - what a coincidence....I was just reading your Fast Food Spirituality hub. Gave it a 'thumbs up', you write so wonderfully.
I see you're still at that stressful bank, you poor thing. I believe you are right about how some businesses treat their clients. In some instances, you'd think that they were trying to drive business away, rather then bring it in.
I know one thing for sure - a business will get back the same attitude they give out. Why would they expect a customer to care about investing anything with a company that doesn't care about them in the place. Greed shines through and people are repelled by it.
Hey, why don't you start your own company, Pam? You are certainly smart enough, and you treat people like human beings instead of a dollar bill. That would give you an advantage right from the start. Think about it.
Thx for coming by, Pam!
Hi Shirley, Thanks for the pep talk! I try not to feel sorry for myself (it's hard though, I hate that bank so much) but so many people where I live (Michigan) have no jobs at all--unemployment is pushing 10% in my neck of the woods. So I try to stay upbeat--I probably vent more here than I should, considering the job market.
I'd love to start my own business. I was doing well with freelancing and then this month, boom, my work just dried up. I've got one regular client left, and haven't won a bid in about three weeks. Bummer. But I'm not giving up. I've got some short story ideas and I've been working on those while I wait for something to break-- the old fashioned Writer's Market route. I need health insurance. If I can find a way to get an affordable policy, I'll do route merchandising or something and get the hell out of that call center, but so far no luck. Insurance is a mess here. If McCain wins we might move north and apply for sanctuary and become Canadians. (Just kidding. Sort of.)
Shadesbreath, that beach and the peaceful life of a novel writer with a Corona in hand sounds perfect!! I strive for that myself.
Yeah, I've been assistant to sales managers and had to do some of their stuff at times. I found though, that money isn't the only thing that drives some salespeople.
It always varied individually, of course. One rep that sticks out in my mind had lost a very very young daughter and she was trying to keep the demons at bay. The job was to support a shopping habit that she had become addicted to as a result of her pain, and to stay so busy that she couldn't think of her little girl. That rep didn't last very long. There were quite a few different reps, and they all had different things that drove them. I'm not sure if that makes a sales manager's job easier or harder.
I know sales managers can't win for losing. Seems like nobody is on their side, but they're expected to be on everybody's side. I don't envy them.
Pam, I love, love, love The Writer's Market. Believe it or not, I actually sit and just read it sometimes. How twisted is that??
Best of luck with your stories. If you have the same flair for fiction as you do non-fiction, I'm sure you'll be wildly successful.
Re escaping to the comfort of our health program - come on over! We're open 24 hrs a day! Um, you may want to look into the legalities first (felt I should say that before a Ministry of Health representative takes some kind of issue with me).
Glad to hear you're not giving up! It will serve you very well.
Thanks Shirley! Seriously, if McCain wins, we might become neighbors. (It's only a five hour drive to the border!)
Cool! If that happens, let me know where you're thinking of moving to. If I know anything about the place, I'll pass on the info.
If McCain wins, there might not be a border to drive over! You know--BOOM!
Great Hub, Shirley. One important thing mentioned above is absolutely true--let the customer tell you what they want and really listen. Then make suggestions.
If I had a dime for everytime a customer said they really wanted item X but just weren't sure----. Then I talk TO them, not AT them, explain the selling points and follow up with ways the item can be used to make their life better.
It's soft sell that that really works the best.
BTW--miss talking to all of you. Miss the fun!
RUTHIEEEEE!!!!! I've missed you!
I guess you have to have been around the block a couple of times for this to all sink in. People just do not like pushy, hard selling salespeople. Nor do people like feeling like they aren't being heard. Period. That part of things is so basic, yet the most ignored. Ah kids these days. You, me, Pam, Shadesbreath - we'll form our own army of super salesmen. Whaddya say?
I'm so glad you dropped by, Ruthie!
Doesn't that collar get itchy?
Maybe that "Period" in your last post should end with an exclamation? :) hehe
ProCW
PS. GREAT information, Shirley!
:) Yes, ProCW, definitely! :)
Thx!
Wow, more good ideas! Again, I'm interested in this from a web perspective and one of the challenges here is to get feedback from customers (ie visitors). The web can be such a one-way medium...
I tottlay agree with your views Shirley!
I find many companys are soo untrustworthy and will try to sell you something you just dont need for the sake of a sale!
Im also dont think the saying "The customer is always right! right?"
DrRichard, we meet again. :) Me thinks you're hoping for hubs in the same vein but pertaining to online businesses. Perhaps I can do that, but not sure when.
I agree with you about the web being a one way medium. The competition is furocious, as well. Standing out from the crowd and not ending up in a junk mail folder adds additional challenge. This could be a tough topic.
Thx for coming by and reading and commenting.
Compu-Smart, I have had bosses that told me the customer is NOT always right. Have even seen a couple of them 'fire' customers. Not the sort of thing that happens often, kind of shocked me the first time. Still, I think that in honourable circumstances where no one is being dishonest, the saying that "the customer is always right" should be true.
Thx for coming by, CS!
Great advice and this is along the lines of a seminar we attended at my work.
I still think who ever IS actually right is right, be-it the buyer or seller! nethertheless, useful info!
Thx, SweetiePie. I didn't realize that they did seminars like this. Stands to reason though, I guess. If they need a writer, let me know. ;)
Compu-Smart - you're right, of course :). Sometimes though, especially if it involves one of your best customers, you grumble to yourself and suck it up. I think each circumstance is different.
I will definitely let you know, but I know for certain ESRI is always hiring technical writers and I have thought of you several times when I looked at their website.
Really? I don't know what ESRI is (I know how to look it up, tho), and I'm not even really sure what a technical writer does. When I think of the term, I imagine facts and figures and go eewwwww. But since I'm not 100% sure of the proper definition, I may be way off base.
ESRI creates GIS maps, but you can look at the website esri.com and see if it even looks interesting. You just strike me as having a wide range of writing abilities, so I thought of you when I saw those positions listed.
You have the perfect pen name - you are a real-life SweetiePie!! Thank-you.
Just to add a bit to Ruthie's soft-sell points...Most people would rather talk than listen. If you can get your prospect talking by answering your open-ended questions, and you listen carefully, you will never be without more questions to ask and more answers to listen to. It becomes a respectful process of discovery for both of you, where the prospect may uncover needs he didn't know he had, and you may find creative uses of your product that you hadn't thought of before. Even if you don't make the sale as a result of this respectful exchange, you will make a valuable contact who may be useful to you in ways you won't see until later.
I like your style, Shirley. I can't wait to hear what you have to say about online customer relationships (DrRichard's request). I hope you can get to that one sooner than later!
Best regards, Sally
Hi Sally - I like the way you worded that. 'Respectful process' is just the perfect way to phrase it! I believe it's a great way to make a ton of brownie points in the sales world. Don't be a typical salesperson, be the one that stands out. If you don't come off sounding like a smooth-talker, they'll relax more. If people believe you're trying to help them, they'll trust you more.
The same courtesies apply to clients as to anyone else.
Thank-you for the compliment to my style. I will get to DrRichard's request asap!
Thx again, Sally!
Hi Shirley,
Great tips for Ensuring Customer Loyalty!!! Again the power of questions! LOL
Take Care,
Jim
LOL, you're right, Jim. The right questions can take you to the heart of any matter.
You know what? I think if a business person genuinely likes people, those questions will seem like caring ones to the customer. They'll know the sales person wants to help - people buy from people - loyal customer returns time and again. It's a beautiful system, really.
Thanks so much for coming by, Jim. I appreciate your comment.
Yeah,people can tell when you are genuine. It makes a BIG difference! It really does keep them coming back. I do a lot of business with people who treat me with respect.
Blessings,
Jim
How to ensure customer loyalty: read and be inspired by your life affirming hubs!!! I am also from Ontario, Canada by way of Lake Erie.
You make me proud to be Canadian.
You are hubfantastic!!!!
Jim, thanks for coming by. I agree with what you said, whole-heartedly.
Epigramman, I didn't know that you are from my part of the world! Thanks so much for your comment, I'm blushing!
rb77 3 years ago
I agree, buying should be fun and the product useful. I don't always want to be sold. Thanks for the hub.