The first sale involves making promises, while the repeat sale requires keeping them. This is at the core of why many customers are lost. Promises made and expectations set during the sale have not been meet. Customers are lost when the promise is greater than the product, or the performance. There are lots of words [...]
Sellers should ditch the old-fashioned notion of loyalty among customers. Loyalty is best left to football supporters and fan clubs. When it comes to winning the next order sellers must expect buyers to make a cold and rational business decision regarding who can deliver the greatest value to their business. Sellers who assume otherwise are [...]
sellers committed to growing repeat business have by necessity to dispense with the notion ‘all customers are equal.’ They need to segment their customers according to their needs and more importantly their strategic importance
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