Fresh Ways to Get More From Your Existing Customers
4. Get personal with your customers. Introduce your reps with video/audio so they can see and hear who’ll be looking after them. People buy from people, and the greater the relationship between your sales reps and your customers, the more trust, loyalty and repeat purchasing there will be.
5. Position yourself as a helpful, problem-solving partner, not just a supplier. Once you have your customers coming to you for help solving problems or meeting their internal objectives, rather than just placing orders, you’ll have achieved a more productive relationship that’ll be harder for your competition to invade.
6. Start a blog for each major customer segment of your business. Use your authoritative position to start blogs to encourage readership, feedback and participation from your customers. For example, if you sell electrical components, you might start a blog targeted at electrical engineers working in technology development. If you sell office supplies, start one about office organization and productivity. If you sell to restaurants, how about a blog dealing with motivating restaurant employees? You get the idea.
7. Finally take an objective look at your retention and penetration performance. Many companies assume they’re getting the majority of a customer’s business. But when they probe, they often find out their share is miniscule.
Terence Jukes is president of B2B Direct Marketing Intelligence Inc., a strategic consultancy based in Fort Lauderdale, Fla., that services clients in the U.S., Canada, France, the U.K. and Germany. You can reach him at www.b2bdmi.com or (954) 566-4451.