DESIGN A SYSTEM TO PROCESS ORDERS To provide consistently great service, develop a set procedure with a series of steps to lead you from closing to delivery to follow-up. Make sure everyone involved in your proce- dures (order processors, service and delivery people, etc.) knows their responsibilities and has a schedule for fulfilling them.


Stick to your system carefully to


reduce the chance of an oversight or omission that may cost you a cus- tomer. Whenever possible, review and streamline procedures to save time for you and your clients.


LITTLE THINGS MEAN A LOT Good manners, special occasion cards, and other thoughtful gestures don’t require much effort but will of- ten convince your customers to stand by you even when your product or service falls short of expectations. Never fail to let your customers know how much you appreciate their business and how much you’ll do to keep it. To show your customers you really care about their businesses, clip and send them articles on their industry and keep them informed on topics that may affect their industry or organization.


ANTICIPATE YOUR CUSTOMER’S NEEDS


Customers value a salesperson who thinks. Make it your business to look ahead of this week and this month to find out what your customer might need six months from now. What changes are taking place in the customer’s industry? In the busi- ness world? How might technology change the way your customers do business? If you deal with customers from two or three different industries, consider subscribing to those indus- try publications and look for coming trends. Salespeople who stay a step ahead of customers and correctly predict their future needs help make themselves indispensable.


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A race without the knowledge of its history is like a tree without roots. CHARLES SIEFERT


VIDEO: THE BEST SALES COACHING TRAINING ANYWHERE WITH DAVID KURLAN


MAINTAIN AN ONGOING DIALOGUE


Let your customers know you’re there to help – and not just when there’s a sale to close. Make periodic calls to gauge your customer’s continuing satisfaction, to offer new solutions, or just to say hello. Try to build rapport and forge a bond with your custom- ers through conversations that aren’t always strictly business.


SOLICIT FEEDBACK WITH BETTER QUESTIONS One great question to start with is, “Will we have the opportunity to serve you again?” A “yes” response tells you your hard work is paying off. A “no” gives you the chance to make things right with your customer before it’s too late. Even when customers plan to offer


you repeat business, they probably still have some suggestions on how you can improve your product or service. Enclose a brief questionnaire with each invoice, asking customers to rate your company and to list their ideas for improvement.


SAME-DAY RESPONSES It’s hard to convince your custom- ers they’re your number one priority if you don’t seem concerned about returning their calls promptly. If you need to conduct some research to answer a question, tell the customer so; then, tell them when you’ll call back – and keep your word even if you haven’t found an answer to the question yet.


When it comes to proving your con- cern to your customers, actions speak louder than words. Your customers know there are plenty of salespeople out there who can serve their needs. To differen- tiate yourself and form a lasting relationship with a customer, you have to offer a little more than the competition – a little faster delivery, a little more prompt repair or mainte- nance service, or a little more care and concern from you. Truly exceptional service is still a


rare and valuable commodity – and your customers will recognize that the salesperson who provides it is, too. 


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