Building the Customer Dynamic

Just because a customer has given you an order doesn't automatically mean they become your best buddy. Some people you naturally warm to more readily than others, but most people soften when someone sympathetic offers help. It just takes some customers longer.

Once the initial sale has broken the ice, begin to develop the relationship. A fraternal approach often works best, concerned but not invasive. Check that they're getting along okay—has the software installed easily, are they up and running, has customer support been helpful? Stay in contact and be approachable at all times. Let them know they always have a receptive ear to contact.

As your customers get to know your product, you need to get to know them. The more you know about them the easier it is to see where other opportunities lie. Being able to converse with customers, almost as if you were a member of their staff, makes their making the right decision much easier for them. Your range of products won't suit everyone, so don't try and sell it where it is bound to fall short. Salespeople who withdraw their product because it isn't suitable have an enormous amount going for them when they come back with a product that does fit.

In IT you'll often find the customer base is valued in takeover situations more than the products your company delivers.

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