The Bottom Line Vine

Rookie salespeople tend to think that sales is simply a numbers game. Quantity of sales is important but we must not forget about quality. The best quality customers are your current customers that, when treated right, become an annuity. These companies already know you, know your company, know your products and services and if they are still with you they like what you do.

Returning customers are the best customers for several reasons…

1. They require a shorter sales cycle
2. They are a much more reliable investment of your time
3. They provide word of mouth/referral marketing for you

Developing these annuities boils down to customer service, and experienced salespeople know that great customer service is more than simply providing your customers with what they paid for. Great customer service is a matter of making each of your clients feel as though they are the most important client in your rolodex.

Now depending on your business, you may not be able to take your clients out for drinks or a round of golf, but what you can do is be proactive and make a call to check in on them. Return their calls and emails promptly and treat problems that arise with urgency. It’s all common sense really, but surprisingly it’s not common practice.

Taking the time to care for your current clients will pay off in the long run by providing you with quicker closures, and qualified referrals.

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