Ever heard the story of Sisyphus pushing the rock up the hill every day only to watch it roll back each time? It is a painful story that many sales people relate to deeply. In my extensive travels as a sales conference speaker, I run into sales people all the time who focus so much energy on just landing that next new client at the expense of losing their existing clients. Sales people are losing their existing clients for three key reasons that can be easily avoided.
They Overpromise and Under-Deliver: In the pursuit of gaining a new client, many sales people will say and do anything just to get their foot in the door. This is old school and hurts our entire industry. Not to mention, by overpromising and under-delivering, sales people are guaranteeing that their clients will be disappointed. Prospects are not unreasonable people. Promise only what you can promise. Anything more will get you in trouble.
They Don’t See the Opportunity of Existing Customers: Existing customers are usually the single greatest undervalued asset a sales person has going for her. Don’t ignore this asset—cultivate it. By looking at your existing customer-base as an opportunity for more sales and introductions to other great clients, a total mindset shift takes place. Do you see how much gold is there?
They Don’t Show the Love: Clients are people and they want your love. They want you to service them of course, but they also appreciate the little things. When is the last time you sent a handwritten note to your clients? Or how about called them on their birthday? What about sent them an article that reminded you of them? These little touches go a long way when your competition knocks on their door.
How do you keep your existing clients? Please share below.