You have spent time, energy and resources to win a new customer, now you have to manage them.
The process from lead to winning the customer will have involved a group of people responsible for budgets, influencing and decision making. It’s highly likely that now a new group of characters will emerge, these may include production control, cost centre managers and product/service users.
Not having been involved in the negotiations, this new group will include people who know very little about your company, product or service benefits and will need educating. There will, therefore, be a need for relationship building activities to be developed if you are to secure customer loyalty and retention.
Many organisations see this ongoing management as a responsibility of the sales team but is this really the best use of their talents?
The goal of sales is to increase customer revenue. If they are split between revenue building and customer loyalty building you will be losing on both counts. By using marketing to develop a communication programme that delivers relevant, value based messages to the various individuals you will increase retention. Loyalty is a very personal emotion and the key motive of this strategy is to communicate and create the feeling of a real reationship with your company and not with a sales person who may leave over time.
You gain in two key areas. Your sales team are free to develop new opportunities both within the customer organisation and outside and you benefit from increased customer satisfaction. Not only are customer staff receiving relevant information but those who don’t need to are not being required to see sales people unless they wish to.
David has worked in advertising and marketing services for 30 years both client and agency side. Having worked with local, national and muliti-national clients, he set up DLH Marketing to help small organisations, owner managed businesses and those organisations without in-house marketing.