Keeping Existing Customers Happy

Retaining existing customers is easier and less expensive than searching for new ones. The following tips from the Virginia Building Material Association will help earn repeat sales:

(l) Do not overstay your welcome. Buyers are buried in work. Their time is valuable, so don't take too much of it. Be completely familiar with your product before you show up for an appointment. And don't delay in following up with information requested by your customers.

(2) Keep time on your side. If a sales call is taking longer than you expected and you're worried about risking a big deal at your next appointment, don't just rush through your presentation. You might make it to your next appoinfinent on time, but you may also ruin any chance of selling this customer. Be honest and admit that you underestimated the time the call would take, then ask if you can come back later that day or the next morning.

(3) Let it sink in. Give customers time to review your bids, especially for big ticket items. Buyers must understand the bid before they make a deci- sion or try to sell it to their boss.

(4) Listen closely. Some buyers know what they want and can explain it to you. Others need some prompting. Either way, listen to what they say. It's your responsibility to locate the products or services they request.

(5) Instill confidence. Be mindful that the buyer's reputation is on the line when he or she makes major purchasing decisions. Before they can do business with you, they must tnrst you.