Be a Resource

[tconnor]

Sales Tips #262
Be a Resource

In a highly competitive international business climate, it is essential that salespeople become even more creative in finding ways to service their clients to improve customer loyalty and repeat business. One principle to keep in mind is that it is easier, less stressful, less time consuming and less expensive to do more business with a present client than it is to keep looking for new clients.

Do you work as hard to keep the business as you did to sell it?

There is a basic premise at work in almost all sales relationships. If two people want to do business together they won’t let any details get in the way. If two people don’t want to do business together any detail will get in the way.

There is also a simple principle at work in all business relationships. Customers continue to do business with salespeople and organizations they trust and who care about their problems and success and not just about selling more products and services to them.

One of the best ways I have discovered to reduce client turnover and generate consistent repeat business, referrals and the right to use the client as a reference is to be a better resource for your client. This weekly Tip is one example of being a resource. Within the past 60 days, I have sent several articles to a number of clients and prospects by other authors on a variety of topics that I thought would interest them. My cost - around $25.00 per mailing. The return – additional business, referrals and references. Find ways to be a better resource for your customers and watch your business grow.

Being a consistent valuable resource for your client is one of the best ways to competitor-proof your business with them. When used as a prospecting tool it is also an effective way to take business away from a competitor.

Remember being a resource is not about the immediate economic benefits to you or your organization, but a long-term approach to ensuring customer loyalty.

Here are some examples of how you can be a resource for your customers or prospects.

1. Send articles that you think will interest your client or prospect.
2. Send books and audio tapes that will contribute to their knowledge.
3. Conduct training seminars for their employees.
4. Keep them abreast of industry trends, forecasts and competitive information.
5. Bring them business.
6. Give them a subscription to a publication in an area that interests them.
7. Be willing to go the extra mile. Promise a lot and deliver more.
8. Send special greeting cards. Birthdays, business, anniversary.
9. Share any information with your customers that will contribute to their success.

See if you can add at least 10 new ones to this list.

This approach when used consistently, will guarantee that you will always have high perceived value in the minds of your customers and prospects. It can also help reduce price resistance and the negative effects of quality, service or other business harmful challenges.