You probably believe that customer satisfaction is very important. However it is becoming increasingly clear that it is not. The problem is that what customers say and how they act with customer satisfaction surveys (although important) being a poor predicator of buying behavior or customer loyalty. So, the pursuit of customer satisfaction as the end [...]
Sales and marketing has long suffered from a split personality. This is often described in terms of the hunter and farmer. The hunter persona generally typifies the traditional view of the sales professional that aggressively seeks out customers in a proactive manner and rules supreme when there is buoyant growth in the economy. The farmer [...]
Ensuring repeat sales and developing a long-term relationship with clients revolves around one simple but rarely completed equation — Promise = Performance. While getting the first sale involves making promises, securing the second sale requires keeping them. Salespeople often feel they will lose a sale if they don’t promise enough, but often lose out on [...]
We all use the advice of friends and colleagues, as well as of experts, to guide our buying decisions. We are happy to recommend those from whom we have gotten a good service. However, we are rarely asked to do so. It follows that one of the most effective and immediate ways to boost the [...]
Getting the first sale requires helping the customer to buy. However, ensuring you get the second sale will come down to your ability to contribute to your customer’s success. Sales managers often ask ‘how can we take more revenue from that account?’ However, suppliers need to change the focus from ‘how can we take more [...]
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