We’ve all heard of the 80/20 rule, where 80% of your revenue is generated by 20% of your customers. Despite changes in the sales process and the lengthening of the sales cycle due to the digital age, the 80/20 principle has prevailed in most sales environments. More often than not, people are looking for a product or service that they can rely on for the long-term instead of learning a new tool or adjusting to a new account manager every couple years. Are you setting the stage for loyal customers or simple sales?
A large part of building customer loyalty is making them feel comfortable and educated during the sales stage. Even though most B2B customers only contact sales after 70% of a purchase decision has been made, the most defining moments of that sales cycle is when they sit down with their dedicated sales rep. Sure, there are going to be times when you will be tempted to rush the sale because you want the commission. But, what if you could create a brand advocate for life? How much recurring revenue would that be for you and your company?
So, here are a couple ways you can sell for loyalty instead of selling for the quick sale:
1. Be honest about the benefits and the shortcomings of your product or service.
People want the truth, even if some of it is bad. Give them all of the information they need to know about your product and service, then let them make their own decision. Decision makers are used to sales reps telling them about all of the good attributes, so you’ll stand out by telling them both sides of the story.
2. Ask them about the company’s future goals or plans.
Knowing where your customer wants to take their company can help you set the stage for why your product or service can take them there. Plus, you’re asking questions that prospects like to talk about. You’re making them feel like you care about their business long-term instead of how your offering can help them now.
3. Ask them what they like in the project manager and what their contact preferences are.
If a customer feels like they have some say in who they get to work with in the future, then they’re already feeling like they have some control or special treatment during this process. Furthermore, the more you know about their contact preference, the more you can engage with them in the ways they like to be engaged.
Next time you’re working with a new prospect, use these tips to try to gather more information on them and provide them with the details they need. Then, see how it makes a difference in how they see you and your company. The prospect isn’t going to change their preferences; you need to change your approach. This is how we improve sales collaboration. Apply these methods with adaptive sales enablement and you will be on your way to achieving your prospects goals.
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