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TIPS VIDEO: PIPELINER SALES ‘‘


Knowing yourself is the


beginning of all


wisdom. ARISTOTLE


SELLING TIP Seven Strategies to Resell to Existing Customers


It’s smart business. It takes less time. It generates more profit than looking for new business. And, it’s one of the primary goals of selling – reselling to existing customers. How do you create a loyal customer base? You... 1. Don’t let doubts creep into your customers’ minds. Make them feel confident about their decision to purchase your product. Continue to reinforce their decision after they’ve make it. For instance, if your products get an outstanding evaluation or review, send the information to your customers.


2. Educate your customers. Very few businesses do a good job of customer education, such as through company newsletters. The investment in a company newsletter is invaluable because it strengthens ties with your cus- tomers. Use a newsletter to pass along helpful information, not to advertise your company.


3. Give your customers helpful ideas about improving their business operations. Salespeople almost always miss this extraordinary opportunity. They see a wide variety of businesses and indirectly pick up ideas that can help their other customers. Let customers know how other companies solve common problems in their industry. They will appreciate your concern and interest in their company.


4. Nothing is more important than saying “thank you” regularly. Call your customer after a sale just to express your appreciation. Write a simple note that says, “It was a few months ago that you bought a Widget from us and I appreciate your business.” It only takes a few minutes, but the customer will appreciate the courtesy. Don’t forget to say thank you when you receive a referral.


5. Project a leadership image for your company. Make sure your firm has a distinctive, professional look that clearly separates it from the competitors. Strive to qualify for awards for your company. Keep customers in- formed about business trends.


6. Ask your customers for their opinions. The finest form of flattery is: “What is your opinion?” These words show you value their ideas. Because many people don’t have sufficient opportunities to express their opinions, they remember the salespeople who give them the chance.


7. Make your customers feel important. Congratulate them on their achievements and comment on positive things about their business. Life in the trenches isn’t always easy. Make customers feel good about their com- pany’s operations and they will not forget you. These seven simple, but effective techniques will encourage present customers to come back. Nothing can be


more important than knowing your clients will be there, pen in hand, ready to sign, when you contact them tomor- row or next year. And that’s why they are successful!


– JOHN R. GRAHAM


SELLING POWER SEPTEMBER/OCTOBER 2021 | 5 © 2021 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


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