Of course your people know the customers they deal with very well. But that knowledge could lead your folks into these traps.
While knowing customers is essential to success in selling, it may be lead two serious assumptions by your salespeople:
- My customers know where I am. They call me when they need something. Some salespeople actually boast about how they have customers who call them to place an order. They see no need to do anything more than be available when a customer is ready to order.
- I know my customers like I know the back of my hand. They know me. When they have questions or problems, they know I’ll be there. Having too much confidence may lead customers to find other solutions.
Times have changed
Today’s customers are more aware of the options available to them than ever before. There’s more competition today, and the Internet lets them search for other suppliers. The ease with which a customer can change vendors has never been greater. So if your salespeople ignore customers for even a short time, those customers may turn to competitors.
Yesterday’s gatekeepers
In that past, salespeople often saw themselves as “gatekeepers” — the exclusive resource of whatever products or services a customer needed. When salespeople said “my customer,” they meant it.
Today’s free agents
It’s dangerous to assume that a customer is satisfied, loyal and not looking elsewhere. It’s a lot smarter to consider today’s customers “free agents,” who are constantly making new discoveries, getting information easily and who don’t feel beholden to salespeople.
Any sales strategy today must include staying in contact with existing customers so you always know what they’re thinking.