Business Matters: Would you buy what you are selling?
By Vernalee
OhioMBE – March 1, 2014
How persuasive are you? Can you sell the Eskimo snow? Do you educate your clients on the scope of your services or the features of your products? Do you keep your clients updated on innovations? Are you shepherding your customers to greener pastures by keeping them abreast of market trends? Have you listened to your marketing presentation via video or by talking into the mirror? Being the best that you can be should be your number one goal. Do you sell yourself first; your product second; or integrate both simultaneously?
These are all excellent questions. The answers may surprise even you! Keeping a customer happy and satisfied is an ongoing task. In fact, it is an art. You can never take a client for granted; assume that a prospective client is yours for the asking; or think that a long termed client will never leave you. The old school of salesmanship teaches you that keeping a client is always better than losing one! Trying to get them back may be more arduous than the acquisition. A happy client is your key to longevity and wealth.
Showing an existing client that you appreciate them is just as important as the initial sale. If you are not regularly demonstrating to them that their decision to purchase from you was a wise step, you are ineffective. How often do you stop by, email or call them beyond the routine visits? Do you take or treat them to breakfast, lunch, dinner or special events? Are you treating them how you would desire being treated if the roles were reversed?
Now … here comes the real test of your marketing strength. Has one of your clients ever referred a new client to you? If treated fairly, clients are usually your best salesforce. Word of mouth selling can never be undervalued.
If you are not servicing your clients, someone else will! The competition is fiercely stiff and anxiously waiting for you to misstep.
Keeping a “client happy” and a “happy client” should be your number one objective. Therefore, before you venture out to seek new prospective clients, make sure that you keep your existing clients satisfied by:
1. Maintaining customer confidence in your product and in you. Loyalty goes a long way. It is usually earned.
2. Servicing their needs. “Whatever it took to get them, it will take the same (and maybe more) to keep them!” A happy customer is worth his / her weight in gold. Your return is worth much more.
3. Thanking your client – often – for their patronage. It should become a repetitive necessity.
4. Doing what you say. Broken commitments do not lead to repeat business. Following up is mandatory.
5. Appreciating them as individuals as well as clients. After all, their commitment to you puts “bread on your table.” Nothing beats a satisfied customer. They usually stay around which is money in the bank for you. Cha Ching!
So I ask, “Would you buy what you are selling?” I trust that the answer is yes!
Vernalee is a respected entrepreneur in Cleveland and Columbus, Ohio. As President of Lee Enterprises Ltd., she helps her clients achieve success in the marketing, business development, and communications areas. Lee is also a freelance writer for a number of publications. Soon to be released are her books, “I’m Doing Me” and “Stuff we talk about.” Follow Vernalee at www.vernalee.com and www.stuffwetalkabout.com. She can be reached at verna@vernalee.com.
