“Your goal is to schedule time and get in front of those relationships and not to pitch a product or a service, but to have a strategic conversation where you’re sharing an idea.” – Amy Franko in today’s Tip 747
How do you keep satisfied your clients?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Amy Franko. With over 20 years of client-facing sales experience, Amy’s career included sales roles with global companies like IBM and Lenovo before she pivoted into entrepreneurship. Today her firm works with mid-market technology and professional services organizations to grow sales results through sales strategy and skill development programs. Her book, The Modern Seller, is an Amazon bestseller and was named a top sales book by Top Sales World. She’s also recognized by LinkedIn as a Top Sales Voice. Here she is:
Amy Franko: Satisfaction used to be the bar that we wanted to strive for. If we had a highly satisfied customer, we had arrived, but our client’s loyalties they’ve changed. And what used to make a really satisfied clients now are really table stakes. They are tickets to entry. And part of our role as sellers, as sales leaders is we need to not only keep a satisfied clients, but we want to move them from being satisfied to having loyalty to us. A loyal client is two to three times more likely to continue buying from us and to allow us to cross-sell and upsell in the organization.
Other some recent research from hinge marketing that’s worth paying attention to. And one data point that they uncovered was that one in four of our clients are at least considering potentially moving service providers over the next two to three years. That is a statistic worth paying attention to, and here’s how you can use that information in this daily sales tip. What you want to do is go into your CRM and locate your top 10 best clients and your top 10 target prospects. So by the time you’re done with this exercise, you should have 20 accounts that you’re focused on. Once you have those 20 accounts identified, identify one decision-maker or one influencer in each of those accounts. So now you have 20 accounts. You have a 20 relationships that you’re looking to either extend or perhaps you’re building them as new relationships over the next two to four weeks. Your goal is to schedule time and get in front of those relationships and not to pitch a product or a service, but to have a strategic conversation where you’re sharing an idea, you are sharing strategies, you are sharing thought-provoking questions that help them think and act within their businesses differently.
That is a very different conversation. And one that positions you as a peer and a trusted advisor, it’s the type of conversation that can move a client or a prospect along the spectrum from satisfaction to loyalty. And this can work with your existing clients. It can work very well also with your perspective clients. So over the next two to four weeks, have those peer-level strategic conversations from there, you can use those conversations to gather even more momentum and create follow-ups because you will ideally have identified some opportunities or some problems that you might be able to solve together. So use that daily sales tip to identify those top clients, top prospects, have those strategic conversations, build loyalty, and find other ways to serve them.
Scott Ingram: For lots more about Amy Franko, just click over to DailySales.Tips/747 and take a look at everything we’ve got for you there.
Once you’ve done that, be sure to come back tomorrow for another great sales tip. Thanks for listening!