Written by Sean McPheat |
Unless you’re working with customers who are purely in transactional mode, the holy grail of sales is gaining repeat business.
Turning a one-time customer into a loyal client increases revenue, profit and probable recommendations exponentially.
So, how can you tell if the customer you’re dealing with will return and do more business with you?
Here are some ideas to work with:
1) Ask what makes your customer use specific suppliers
Their answer to this simple question with give you information as to their decision-making criteria.
Let’s say your customer says ‘I use suppliers whose stock is always good, as we can’t afford to wait for products that takes days or weeks to get here’
You know from this response that delivery is vital to them and they will judge a supplier by how quickly they can turn their order around.
So, if you’re able to deliver on your promises of supplying goods and services on-time and to spec, you will know this is exactly what this customer is looking for.
2) Find out if you can deal with this specific customer’s pains and gains
Identifying what makes your customer increase their profits or achieve their productivity schedules is a good way to ascertain what they want from suppliers.
What exactly are you able to do for this customer?
Can you improve their business in a way that others can’t?
By finding specifically what pains or gains your company can bring to the customer, you increase the chances of them being repeat buyers
3) Add value at every touchpoint
Value is always different for each customer you deal with, so you need to find out what will turn this customer into a client.
What do they value in dealing with you?
Is it your returning calls when promised?
Providing market info that will help them beat their competition?
Create opportunities for them that wouldn’t exist without you?
Whatever it is, become so valuable to your customer that they really can’t do without you without suffering in some way.
It’s not always possible to control who will give you repeat business; the market place and economic factors will drive loyalty in more ways than you can influence.
But if you are able to provide reasons for your customer to become more influential in their market, you increase the chances of them returning for more of your goods and services.
Originally published: 22 August, 2018
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