Acquiring a customer is hard work. No matter what field you happen to be in, every new customer is cause for celebration.
Of course, picking up a new customer is only the first half of the equation. Just as importantly, you need to be able to retain that customer moving forward.
A big part of customer retention is delivering quality goods and services at a fair price. That much goes without saying. But did you know sales can play a role in customer retention as well?
Let’s look at that subject in this article.
Selling the Right People
First and foremost, if you are going to retain customers down the line, you need to make sure you are finding the right customers in the first place. For example, an SEO consulting firm needs to know that new customers can afford their services over the long haul, not just for a month or two.
Focusing your marketing and sales efforts on finding the right clients for your business is a huge part of the picture.
Sticking with It
The sales process should not be deemed complete when a client signs on with your company. In fact, the sales process should never be seen as complete. You are always trying to sell people on the idea of using your business, whether they are new to you as a client, or they have been with you for years.
The same things you do in an effort to win new business – offer great deals, provide excellent service, etc. – can be applied to those already in your customer base.
Highlight Long-Term Benefits
Right from the start, you should be grooming your clients for a long stay with your business. Rather than just selling them on what your business can do for them in the short-term, have your sales force highlight how you will benefit your clients down the road, as well. This may get them thinking about the big picture early on, and you should have a better chance to keep them onboard.
Some degree of customer turnover is to be expected in any business – it’s inevitable. With that said, good businesses will strive to limit this turnover as much as possible. After all, it’s always more work to track down a new client than it is to keep an old one.
