To be a customer focused company, we must put great emphasis on customer success and customer happiness. Here at REB, we ensure we stay customer focused by incorporating four basic elements into our overall day-to-day: gathering information, getting embedded in the customer’s strategy, emphasizing customer retention and debriefing after customer engagements.
Researching and asking questions that deepen your understanding about your customers provides you with knowledge that makes selling easier and increases the percentage of prospects that become customers. To forge a deeper relationship with your customers, think long-term partnership, rather than short-term sales goals, and you’ll grow as your customers grow.
A loyal customer base spreads the good word, providing referral sales that are easy to close. It’s always easier and less expensive to sell to your existing customers and their referrals than to cultivate new ones from cold calling that may not offer a substantial return.
Finally, an organization can’t learn from its mistakes or its successes if you aren’t willing to examine each customer engagement. Discussing each sale, what went right or wrong, uncovers both the strengths to apply in the future and the weaknesses that can prevent your growth.
– Lori L. Palmer, President, REB Storage Systems International
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