Part of what we teach at SELLability is to approach every sale as if you are going to have a lifelong relationship with that person or that company.
One of the results of qualifying a sale, in the Qualifying step of our sales process, is, “You’ve decided if you’re willing to have a lifelong relationship with that prospect.” You do not treat your prospects and customers as mere acquaintances, because you do not have lifelong relationships with mere acquaintances—you have such relationships with friends.
A crucial part of the sales process is the establishment of trust, and one foundation of the establishment of trust is the establishment of a lifelong relationship.
That relationship is maintained throughout the sale and re-confirmed at various points. For example, at the Education stage of the sales process, the trust you have established is strengthened by presenting a solution that will do exactly what the prospect needs it to, and even more.
That relationship is confirmed again when you deliver your solution in such a way that it exceeds your customer’s expectations, and they now trust you enough to refer you to other prospects.
And of course, you must take the time to regularly contact your customers forever after, either through written communication or by reaching out with the occasional call.
As we have laid out in this month’s blogs, at present you should be committed to helping create stability in this currently unstable world. One way you do that is to reach back out to your long-term clients and reestablish those lifelong relationships.
What does that mean specifically?
Go through your database and pick your top 25 or 50 long-term clients. Reach out to them in the most fitting way—if you feel they warrant a call, by all means, call them. At the least, though, you should craft a personal message (NOT a spam-type form letter) and send it through email.
If you really want to be unique, send it through snail-mail. A personal message sent through the post is so seldom done these days that it will be a most welcome surprise.
In your message, acknowledge them for all their contributions to your company throughout the years. Humbly remind them of the benefit they have received from your products or services. Then let them know that your company is strong and that you really appreciate them as all of us move into 2021 together.
At the same time you are doing this, take the opportunity to create future business. Announce any new products or services you have or improvements or advancements with your current product or service line. Emphasize your new vision for the future and place yourself firmly in their minds as a stable force in this uncertain world.
To sum up, reestablish those lifeline relationships—and maintain them.
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