The buying process has changed, and by the time your prospect gets to you, he has already done a substantial amount of online research. A recent study showed that 68 percent of people in the B2B space believe online information is far more helpful to them than the information they get from salespeople.
On today’s episode of The Sales Evangelist, we talk to Matt Suggs, executive vice president of Mediafly, about developing better presentations to create loyalty.
Mediafly creates mobile selling tools for large companies to use to their customers.
Loyal customers will see you as a partner in their business. If your customer sees you as a vendor, you don’t have loyalty.
The challenge for salespeople today is that buyers have access to vast information on the Internet. Some of that information is true and some of it isn’t.
Think of the things a salesperson would least like to hear from his clients. The worst thing would be hearing that your customer purchased a different solution from another vendor because they didn’t know you provided that capability. If they didn’t know you offered it, you missed an opportunity to help them solve that problem.
Perhaps your customer doesn’t have a full understanding of all that you do. Think back to your customers over time and evaluate whether they call you about a problem even if you’re ultimately going to point them to someone else.
Make sure you’re their first stop.
The most important consideration is how much value you bring to the customer. Do an honest assessment of your capabilities and build a relationship with your customer based on your strengths.
Responsiveness is a big component. Your customer will likely call the provider that is the most responsive to his communication because he wants an answer quickly.
Knowledge is important as well. If you present the same information to every single buyer without tailoring the conversation to each prospect and making the presentation relevant, the buyer will be less likely to see you as a partner.
Capitalize on your own capabilities. Use your strengths to solve problems for your partners so they learn that you’ll help them solve their problems.
Make every conversation valuable to the client rather than simply pushing product.
Many salespeople excel at discovery. They’re good at finding what the customer needs. Most are able to use it to run their sales process.
When you engage with the client, use discovery to tailor the solutions and conversations to the client. Tie those solutions and conversations to the information that you found during discovery.
Realize, though, that your engagement after the sale is just as critical because your customer can go find another provider.
When you compare the cost of acquiring a new client to the cost of maintaining an existing one, it’s obvious that implementing solutions for your existing clients is important than ever.
The ability to go back to past clients is critical to long-term success, and you’ll need those clients to develop new ones.
Those clients, for example, will provide referrals for prospective buyers, and your relationship with each customer is part of that positive reference.
The hit-and-run sales approach will eventually catch up to you in the long run. You’ll eventually wear out your welcome. You’ll build a reputation for that kind of activity.
Ensure that every interaction you have with your customer provides value to that customer. Loyalty is about maintaining those clients.
Making sure that you prepare adequately for each interaction is vital. Don’t take your customers for granted.
Create scorecards or health checks that help you keep the finger on the pulse of that client.
Every company has a couple of metrics they use to measure customer satisfaction, but the customer may measure it differently. Talk with the client about what’s important to him.
Get your sales and customer success teams working together. Treat your client the same on the last day of the relationship as you did when you were selling them initially.
Ensure that they never feel a dropoff in your concern or care about that account.
“Create Loyalty” episode resources
Connect with Matt at Mediafly, and check out the available webinars about the tools they have to offer.
This episode is brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. It will help you with your outbound to expand your outreach and it allows you to set it and forget it. Your prospecting will never ever be the same.
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