Donna
Siegel

Relationship Selling: Getting Your Customers Coming Back For More

Securing new customers takes a lot of time, money and hard work. We all need a steady stream of new customers, but many more dollars are left to be spent by our current customers. Your profitable future lies in Relationship Selling: Getting Your Customers Coming Back For More.

You know that you can grow your business faster if you sell more products to the same (repeat) customer. You've already invested in finding that customer in the first place -- through advertising in the local newspaper, putting the right sign out front or through direct mail.

Wouldn't it be great if you could take advantage of this investment to get a continual stream of sales -- and revenue -- from the same customers? You can, with some thought and planning. Here is the first half of my top-10 list of ideas for building relationships with your existing customers and keeping them coming back to you again and again.

Relationship Selling Tip Number 1: Express success and confidence
People like to buy from winners. It makes them feel good, and it increases their faith in their own buying decisions.

To prove my point, visit a new-car dealership. The busiest salespeople at dealerships are the ones who just drip with confidence. You can see it in the way they say hello to you. You can see it in the way they show you each model in the showroom. You can see it in the way they invite you to take a test drive.

Success in sales is often all about confidence. If you think you're going to make a sale, then that's what you're going to do. If you don't think you're going to make a sale, then you won't.

So how do you build an atmosphere of success in your business? Well, there are several factors:

• Your business should be well stocked with good, fresh products. People interpret your stock as a sign of your success.
  
  
• You and your staff should look confident at all times. That means standing tall, smiling and seeming at ease.
  
  
• You should avoid using words like "problems," "difficulties" and "complications." These words are signals that all is not well, even if you don't mean for them to be signals. And whatever problems you might have in your personal or business life, don't discuss them with your customers. They don't want to know that you're having a difficult time. Use positive words when you talk to customers.

Relationship Selling Tip Number 2: Recognize repeat customers
Another important tip for building relationships is to recognize repeat customers. You know that a customer who has come back to your business several times will recognize you and other help in your business. It's easy for them, since they've built in their minds an association between you and your business.

It's your job also to recognize customers who are returning to your business. Some of the forms of recognition you can use include:

• If you know the customer's name, use it. If you don't know the customer's name, then use a nod or eye contact and a smile to identify that you have recognized the customer.
  
  
• If you know something about the customer's preferences, demonstrate your knowledge. For example, if you know a customer comes in every morning to buy coffee and that she always takes one milk and two sugars for the coffee, make a point of giving her one milk and two sugar packets when you hand her the coffee.

Relationship Selling Tip Number 3: Use the customer's own words
People like to buy from people with whom they feel comfortable. There are many different ways in which you can encourage your customers to feel comfortable with you. One of the best ways is to use the same vocabulary as your customers.

For example, you might have one customer who refers to a carbonated beverage as pop, and another who calls the same thing soda. You might have one customer who asks for a submarine sandwich, and another who calls it a hoagie.

The use of the same words seems to build a bond between people. In essence, it reinforces the thought that both the salesperson and the customer see the world in the same way. And it helps customers conclude they want to shop in that business more often and continue buying from that salesperson who understands them.

The skill here is in carefully listening to customers to determine words that are important. Then, when you respond to customers, you can answer with the same words they used.

Relationship Selling Tip Number 4: Talk to your customers
I've found myself in retail businesses from time to time where I've walked into the store, looked around and left without interacting with a single staff person. And frankly, when that happens, I'm not inclined to ever go into that store again.

People want connection. They want recognition. They want you to talk with them whenever they're in your place of business. So give them what they want. Make it a point to talk with your customers as frequently as possible when you see them. You can talk about the weather, major sports events and local city events. You can admire their clothes, briefcase or eyeglasses. It really doesn't matter what the topic is; it's only important that you start these conversations.

And once you start talking to a customer, you'll find the customer will talk back to you. You're now beginning to build a relationship, and that relationship may very well be the reason that customer will come back.

Relationship Selling Tip Number 5: Offer above-and-beyond service
Probably the most important change you can make if you want to increase your repeat business is to offer above-and-beyond service to all of your customers. By above-and-beyond service, I'm talking about taking the extra step to help customers.

Most retail businesses don't have the interest or capability of offering this type of service. As a result, customers often feel less than satisfied. All it takes is for a competitor to begin meeting customer expectations, and customers will quickly move from making purchases at their regular store to making purchases from the competitor.

An example of above-and-beyond customer service: A customer will come into your business looking for a certain type of product. It might be easy for the customer to find, but chances are if the customer is unfamiliar with the layout of your place of business, it won't be that easy. Rather than leaving your customers to search on their own for a product, offer some assistance. Then, when you find out what customers are looking for, don't just tell them where to look; take them to the place where they can find the item. But don't leave just yet. It could be that when they get to the right area, there might be more than one product that will be suitable. Now you get a chance to help them find the best product for their particular needs. Your recommendation is likely to be very helpful.

There are so many ways you can deliver above-and-beyond service to your customers:

• Carrying their packages out to their cars
  
  
• Arranging to make a special delivery to a long-standing customer who is ill
  
  
• Calling a taxi to help a customer get home
  
  
• Stocking a product that you know is of interest to a specific customer

As you talk with your customers, you'll know some of the extra things you can do to provide above-and-beyond service.

SeaBird Associates Inc
3011 NE 7th Drive
Boca Raton, FL 33431
Phone: 561-750-9233
E-mail: Donna Siegel

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