In recent years, we have responded and delivered a lot of sales training around new client acquisition. This sales training is important because many salespeople lose customers to downsizing, right sizing or going out of business.
The focus on new business development is important; however, never forget who brought you to the sales dance. It can be easy to take your good, repeat clients for granted while you are pursuing the next deal.
Here are some basics to put in place to serve the client after the sale.
- Pay attention and follow-up. I just received a call from Pine Creek clothing store. They remembered that I like a certain brand of sweater and called to let me know that a new shipment had arrived. This small boutique store is paying attention to what customers are buying and doing something with that knowledge: personal follow-up!
- Remember that some of the good ‘ole fashioned touches still make a difference. Do your clients receive a birthday or anniversary card from you? ReMax realtor, Denise Patrick, helped me buy my first house in Denver. I was thrilled with the home and we still have it as a rental property. Twelve years later I still receive an anniversary card from Denise commemorating the purchase of that home. Contrast that to the house we moved into four years ago where we didn’t even receive a thank you note from our realtor. (No, I am not bitter.) Who do you think is top of mind for referrals? Denise or the realtor that can’t write.
- Make it a point to add value. One of the nicest compliments I received from a client was, “I always learn something after I talk to you.” When you make client retention calls, take time to think about what you can share that will add value to your customers’ day. Checking in is nice. Adding value is better.
Make new friends and keep the old. One is silver and the other is definitely gold!
