You have a great prospecting system and strategy. You have a solid sales process and closing technique. Your “after-the-sale” service and customer follow-up is nearly flawless. So what’s the problem?
The problem is that every week or month, you have to do it all over again. That is, find NEW prospects, close NEW sales and continue to prevent current clients from running to the competition.
The following idea will help you create a foundation that continuously develops new leads as well as helps keeps current customers at home.
Create Showcase Accounts
Simply let new customers know that you are looking for a few “special” clients to work with as your “showcase accounts”; clients that you want to use as references and proof of your great product or service. You are going to use these clients as a testament to your great service.
Of course, these clients must receive the utmost attention, care, service and everything else, since they are to be the example. In addition, these clients receive a special discount for their reference.
Correctly done, this helps the client feel a little more special than everyone else, and feel they are assured the best. This will help close more sales in the first place. More importantly however, clients now become a referral source and a reference to help you close additional sales.
Finally, it helps create a customer loyalty, as the client feels special. Do not misunderstand me; I believe you need to treat EVERY customer as special as possible. However, the fact is that more customers change suppliers due to the FEELING that they are not getting enough attention, than they do for a lower price.
In this manner, you created a system to generate more business from and through the client, while at the same time, increasing the loyalty of the client.
“Steve, before I create a proposal, let me explain what I would really like to accomplish with our relationship. I need a showcase account in this area. I mean a client that has a good-looking, successful business, and strong competent management, that I can use as a reference.
I would like that to be you. I would just ask that after you see how our XJZ 100 saves your company thousands that you write me a short letter that I can use to show other potential customers. And perhaps, once in a while even have one of them call you.”
If you would be willing to do that for me, be a showcase account, my offer will reflect my appreciation in advance…”
The customer gets a discount.
You get a referral and reference source.
You create a “special bond” and a loyal customer.
Sean McPheat is a best-selling sales training author and has been featured on CNN, BBC, ITV and has over 250 other media credits to his name. He is the managing director of MTD Sales Training who have delivered training to over 50,000 people around the world. Please visit Sean’s Sales Blog for more tips, insights and techniques on how to improve your sales or download his 6 free sales training audios.
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