What causes a client to walk out the door? There is the generic better offer, great pricing elsewhere, promises of terrific service, and guarantees of much better quality. However – these are really not the reason a client goes to the other side. Truth be known, and whether true or not – the salesman is always to blame. Customers rely on their emotional encounter with salespeople more than any anything else when trying to come to a decision whether or not to stay with a company.
It’s vital for salespeople to recognize customer sensitivities and regularly collect feedback. Meeting their expectations is not enough. Customers want to know you are concerned. They want a positive response when they run into problems or have serious questions.
As a trade show warrior you have expertise and knowledge. You know what’s happening in your industry, and you know your customers’ needs. Try to help the customer get what’s needed. It will build their confidence and trust in you and your company. It is most effective to act as if no one knows you or recognizes the value you bring. Strive to prove it every day. Just because you have been around the block does not lead everyone to your door automatically.
Keeping hold of your worthiness in the minds of your customers requires determination and concentration. Clients’ needs change repeatedly. You must stay away from making assumptions. If you don’t have current, up-to-the minute answers to client’s uncertainties, you’re in no position to meet their needs. Always stay in touch. Use your contact management database frequently to find out what challenges customers are facing. Don’t wait to call until you think they might want to place an order – make an effort to call or email every 60 days.
You may be doing a great job taking care of clients’ troubles, but that’s not always enough. It is also the ideas, thoughts, information, assistance, and leadership that you offer clients that merits the privilege of doing business with them. Start discussions that center on their coming needs, new projects or areas of impending development. That is how to keep clients.
