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Sales Training: Customers for Life
August 28, 2007
By John Boe
The most successful companies place great value on developing lifetime relationships with their customers. In today's competitive marketplace, organizations are aware that their customers are aggressively prospected—and their loyalty cannot be taken for granted. As such, relationship building and follow-on service are critical components for promoting both customer retention and revenue growth.
First Build a Relationship
Today we have access to innovative tools—such as the Internet, cell phones, faxes and voice mail—all designed to enhance our ability to communicate. Nevertheless, even with all of these technological tools at our disposal, the alarming number of dissatisfied customers, lost sales and failed relationships all reflect the fact that none of us are as effective at communicating as we would like to believe.
And its temperament understanding that will help to foster effective communication.
Research in the field of human psychology indicates people are born into one of four primary behavioral styles: aggressive, expressive, passive or analytical. Each of these four temperament styles requires a unique approach and communication strategy. For example, if you are working with the impatient, aggressive style, they want a quick fix and a bottom line solution. Under pressure, they can be ill-tempered and quick to anger. Give them options so you don't threaten their need for control. Don't waste their time with chitchat, stick to business.
At the other extreme, the stress-prone analytical style requires more information and is interested in every detail. Their cautious and analytical nature makes them susceptible to buyer's remorse. Be sensitive to their need for reassurance and guarantees.
Once you learn how to identify each of the four primary behavioral styles you will be able to work more effectively with all of your customers.
Communicate Effectively
It's important to recognize the necessity of nonverbal communication and all reps should learn to "listen with their eyes." It might surprise you to know that research indicates over 70 percent of communication is nonverbal. In fact, studies show that body language has a much greater impact and reliability than the spoken word.
Reps need to use open body language to create a favorable first impression—and quickly build rapport. Make sure to smile and make good eye contact. You should show the palms of your hands, keep your arms unfolded and your legs uncrossed. Another good tactic is mirroring your client's behaviors. Matching and mirroring is usually an unconscious mimicry. It's a way of subconsciously telling another person that you like them and agree with them.
Of couse, nothing is more effective than active listening skills. Use open-ended questions to probe the meaning behind your prospect's statements and develop and encourage conversation. Occasionally repeat your prospect's words verbatim to clarify communication and build rapport. Keep your attention focused on what your customer is saying and avoid the temptation to interrupt, argue or dominate the conversation.
Little Things Make a Big Difference
Rendering quality customer service is both a responsibility and an opportunity. But salespeople often view customer service as an administrative burden that takes them away from making a sale. The truth is that customer service provides opportunities for cross-selling, up-selling and generating quality referrals.
Customers describe quality customer service in terms of attention to detail and responsiveness—surveys consistently point to the fact that it's the little things that make a big difference. Not surprisingly, the top two customer complaints with regards to customer service are unreturned phone calls and a failure to keep promises and commitments. Successful salespeople "go the extra mile" when providing service and turn the customers they serve into advocates to help them promote their business. Your referrals and follow-ups on business are in direct proportion to the quality and quantity of service you render on a daily basis. Want more referrals? Make an effort to see yourself through your customers' eyes. True customer service is meeting and surpassing your customers' expectations.
Here are five powerful customer service tips:
1. Under-promise and over-deliver. Develop a reputation for reliability; never make a promise that you can't keep. Your word is your bond.
2. Pay attention to the small things. Get in the habit of returning phone calls, e-mails and other correspondence quickly. Follow up, follow up, follow up.
3. Stay in contact and keep good records. Take the time to jot down notes from meetings and phone calls making certain to record all relevant information. Maintain a written record of service. This is especially helpful when clients are reassigned to a new sales rep. Setup a suspense system to track important contact dates such as client review calls and birthdays. Consider sending a personal note or an article of interest every six months.
4. Give your customers a promotional gift. Consider sending them a letter opener, coffee mug or a calendar with your picture and contact information.
5. Establish a feedback system to monitor how your customers perceive the quality and quantity of the service you provide. Service is not defined by what you think it is, but rather how your customers perceive its value. When it comes to customer service, perception is reality.
Progressive companies emphasize commitment to customer service from the top down by establishing training standards and continuously monitoring customer satisfaction. Companies that fail to implement an effective customer service program actually do a disservice to their customers and unknowingly leave the back door open to their competitors. If you do it right, sales and service will blend seamlessly and you'll exceed your customers' expectations.
John Boe presents a wide variety of motivational and
sales-oriented keynotes and seminar programs for sales
meetings and conventions. John is a nationally recognized sales trainer and business motivational speaker with an impeccable track record in the meetings industry. To have John speak at your next event, visit www.johnboe.com or
call 877 725-3750. Free newsletter available on website.
Sales & Marketing Management Magazine
This article is brought to you by Sales & Marketing Management, the leading authority for executives in the sales and marketing field.
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