Try This And You’ll Lose Fewer Customers
For any sales person, at some point in their career they’ll have the dilemma about losing customers. They’ll ask themselves, what can I do to make sure customers don’t leave me?
Now losing a customer is painful. Trust me I’ve lost my fair few, and it’s always the same, at that moment in time we feel like it’s the worst news ever, and we question ourselves, our proficiency and what we’re going to do to fill the void.
It’s understandable why losing a customer can be so hurtful. On many occasions we will have worked for months or even years simply to gain the customer. Then a bad experience or a problem can cause you to lose them within a blink of an eye. It really can be one of the most harrowing experiences in your career when you lose a customer, especially if they’re a big one.
So in this article we’re going to address to steps we at Sales Icon Coaching encourage you to take. These steps aren’t complex, and by no means will they guarantee that you’ll never lose a customer again. But they will help to diminish the chances of customers leaving you.
The two things we recommend to apply are:
- At Risk Roster
At Risk Roster
To start with let us discuss the at risk roster, which may initially sound alien.
So what is this? Well the at risk roster is merely a list of those customers of your whom you believe to be at risk. That maybe because they’ve experienced a few issues, or maybe they’ve had a change to their setup, for instance a new decision maker has taken over from the buyer whom you worked with before.
What’s the at risk roster for?
To be succinct, it’s for special attention. If we can create a list of our customers whom we feel maybe a bit uneasy and whom potential may leave us, then we can develop and execute a plan to provide them with special attention. This is so that they notice an improvement in your service and disregard the bad experience they may have had.
How does it work? Here are the steps to follow:
Step 1 – create your list
Step 2 – create a special attention plan
Step 3 – Execute that plan
Step 1 – Create Your List
So the first step is creating your list. Ask yourself which of your customers are unhappy in any way? Which of them have had issues with your product or service? Then list down all of those customers.
Step 2 – Create a Special Attention Plan
Create your special attention plan. What can you do to make that customer feel special? What can you do to create a positive experience so they forget the problems they’ve had and class them as a blip?
Step 3 – Execute That Plan
The most important part of all is the execution.
Having a vision for what you want is not enough. Vision without execution is hallucination.
Create your list and then execute your special attention plan.
Your Special Attention Plan
The question that is always asked of us is what to include in your special attention plan. Now I can’t give you the best plan for you, that’ll differ for each business, industry and circumstance. What I can however do is give you some ideas as to what you could do.
Things that I have seen other sales icons use are:
- Regular contact time
- Merely contacting the customer more often, such as putting in a weekly call or more can make them feel special and that you’re doing your upmost to improve their customer experience
- Having someone more senior get involved and contact them can do the trick. Say an email, call or meeting from a manager, head of department or CEO
- Issues resolution
- Actively fixing the problems is a great measure, or working toward resolving them and identifying what measures you have taken or are taking
- A face to face meeting can go incredibly far. Sometimes just investing time to meet with the customer for them to get things off of their chest can be exactly what they needed
- Give aways
- Is there anything you could give away? Maybe a free service or add on to what you offer? Maybe free deliveries for the month? Maybe boost them to a more comprehensive package for a short period of time?
- Not always necessary but sometimes apt. Could some form of compensation, either monetary or your teams time help to make them feel special?
- Corporate hospitality
- Could you take them out for a meal or to that show or sporting event?
This is by no means an exhaustive list, it’s just a couple of examples of things you can do.
Above all else, when you are putting your at risk roster together, remember to use CMA
- Do this often, gain feedback and make sure the buyer is aware of everything that’s going on and when
- Monitor things your side. Make sure the things that are meant to happen do happen, and at the time they should
- Give the buyer advice where necessary
Just have a try of the at risk roster. I promise you that if you’re comprehensive with this approach that you’ll lose far fewer customers than you would without it!
The next thing to ensure you lose fewer customers involved stickiness, which we will be talking about in our next article so do look out for this.
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