they now own. As they do, they’ll prob- ably find out everything they need to know to decide if they should continue doing business with you. Now that your customers have put


their faith in you, you have a chance to show them they made a smart decision. Be 100% reliable. Follow up frequently and conscientiously and provide impeccable service. Your cus- tomers may forgive product imperfec- tions as long as you provide service that makes up for them. Let custom- ers know they’re an even bigger prior- ity after the sale than before.


CUSTOMER ADOLESCENCE Repeat business, a more comfortable customer/salesperson relationship, and (sometimes) complacency mark the onset of customer adolescence. If you’ve provided good service so


far, your customers will often continue to support you with bigger orders and repeat business. But now that you’ve got their business, your buyers may expect you to get a little complacent or be somewhat less attentive than when they knew you were still trying to get an order. Surprise them with better service and treatment than ever. Be aware of competitors that may be trying to lure your clients away, and do everything you can to show your customers that they’re already doing business with the best.


CUSTOMER ADULTHOOD By the time your buyers reach cus- tomer adulthood, your primary role is to maintain your high standards of service. The longer your customers stand by you, the more reason you have to give them superior service. If your customers have stuck with you long enough to reach customer adulthood, you can probably count on their business for years to come – if you keep up the good work. Cus- tomer adulthood also gives you and your customer a chance to enjoy the familiarity and stability of a long-term customer relationship.


EXTENDING THE LIFESPAN Though it’s important to recognize and adapt to the stages of your customer’s lifespan, it’s even more important to know how to extend that lifespan. Long-term customers help form the foundation of a long and profitable selling career. Follow these tips to cultivate more of them. • Look at and listen carefully to


what’s going on around you. Be vigi- lant against the threat of complacen- cy, competition, and low motivation. Link your selling efforts to the benefits your customers want and need. • Investigate customer needs and competitor products and services. Initiate contact with prospects and customers often and pay close attention to their businesses and their needs. Introduce customized products and services to show your customers you’re willing to adapt to their special needs.


• Find customers on every corner,


then find out exactly what they want and need. Forget about mistakes and disappointments of the past, and concentrate on all the selling oppor- tunities waiting for you. Focus on your goals and on the positive element in every situation. • Energize yourself and the people


around you. It’s much easier to ward off negative thinking if you’re surrounded by highly motivated, positive people. Entice customers with a well-made, reli-


able product and unparalleled service. • Serve and support your customers 100%. Set realistic but challenging goals with specific steps to help you achieve them. Show your customers you care about them. Remember: Actions speak louder than words. • Project future sales and activities to find out what you can expect in the future. Prospect constantly – there are new customers to be found every- where if you’re willing to look. Prepare for success every day. • Analyze your past, present, and


future performance and make im- provements. Announce new additions to your product line so your custom- ers know the range of products and services you have to offer. Ask ques- tions of your managers, co-workers, and customers – because you can never learn too much about your pro- fession, products, or clients. • Negotiate fairly but effectively with your customers. Never give up on a sale or a prospect if your product can fill a need. It pays to be persistent. Customers may decide to buy from you based on your product quality or your selling skill, but the smart ones will stay with you for the treatment and service they get after the sale. Once you get that first order, provide the products and service that will keep them coming back. Keep your customer relationships alive and well for many years to come. 


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