SUCCESSFUL SALES PROFESSIONALS take the
time to develop long-term relationships with their customers.
They understand that the only way to consistently generate
orders and increase business is through customer loyalty.
This loyalty is built by continuing to monitor and cultivate the
customer’s satisfaction.
Document the Selling Process
In order to structure a long-term relationship, you need
to document the selling process and ensure your company
is providing good customer service. You will also want to
understand the buying cycle of your customer and use some
type of contact management system to complement the follow-
up process.
Document Each Sale
Many people resist and procrastinate documenting sales because
it’s not particularly fun and certainly not glamorous. However,
it’s essential in building and managing a business. Documenting
your sales ensures the customer’s order is properly filled and
executed. It also provides you with the information to follow-
up on the order and gain repeat business.
Use Each Sale as a Learning Opportunity
Besides taking care of the order process and inputting
information in your contact management system, now is also
the time to make any notes to yourself about what you did
well and what you need to work on or change in your sales
approach. Learning from every selling experience ensures
continuously improved sales competence. You made the sale,
but you will eventually pay a price if the customer isn’t satisfied.
Follow-up After the Sale
Ensuring that the customer receives effective service should
be a high priority. As a minimum, your customers expect the
equipment to perform as promised. An excellent follow-up
tactic is to make sure that they are satisfied with their purchase.
Address their expectations during the selling process and then
follow up to make sure they have been fulfilled. Customer
satisfaction is your responsibility.
Plan for Future Sales Opportunities
Keep in mind that not only should you plan before the sales
call, you should plan after the sales call for the next order. To
get repeat business and grow a loyal customer base you need
to consistently service your customers. Remember that once
you have received the initial order, your real work starts. This is
how you ensure an exceptional customer buying experience. If
you have all these elements in place, you can and should expect
referrals from those customers that enjoy working with you
and the line of products you represent.
NATDA Dealership Performance Training includes online
modules and documented processes, so dealers can improve
every aspect of their dealership – from the parts department
to trailer sales. For more information and to sign-up, please
contact NATDA at 727-360-0304.
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NATDA Magazine www.natda.org