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What’s the secret to winning repeat customers?

How to win repeat customers.

Entrepreneur

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To say there is only one really important factor in generating a repeat purchase misses a point. Several factors are involved when it comes to considering whether to bring a product or service to the market.

There needs to be a viable ‘consumable solution’ to a common need. This ‘solution’ should be continually needed, and the business should be able to produce it with plans to improve that product or service ahead of the demands of the marketplace. The market is continually changing.

It wants something better everyday, if possible. Consumers want life to be better and better, easier and easier without extra effort. That’s why opportunities abound to service the market into the future and increase price points and revenue generation profit.

If you can stay ahead of your market, you’re likely to maintain a share of it, and continue to create profit for your business. If you miss your market’s demand for your product or service, or if you refuse to change with what your market wants, you will be left behind or beaten by your competitors.

Bottom line: Make sure you are listening to your customers. Even if you have to completely change direction, do it. Some companies, depending on their resources, create other products or services to enhance what they already offer, just to stay in front of their customers.

The longer you keep your customers, the longer your business will stay alive. In an economic downturn, your competitors are trying to figure out how to stay alive. Think two, five and 10 years ahead. Don’t think you’ll weather the storm with just one solution.

Entrepreneur Magazine is South Africa's top read business publication with the highest readership per month according to AMPS. The title has won seven major publishing excellence awards since it's launch in 2006. Entrepreneur Magazine is the "how-to" handbook for growing companies. Find us on Google+ here.

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Sales

How do I make a positive first impression with my clients?

You never get a second chance to make a first impression, so be sure you don’t screw it up.

Marc Pillay

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How do I make a positive first impression with my clients?

Everyone makes mistakes. Fortunately, however, they can be rectified in many cases. If the wrong amount of money is transferred, it can be reversed; if the wrong information is given, it can be corrected with a polite apology.

In business matters too, there is a ‘second chance’ that allows for an error to be straightened out and which sometimes can even be turned into an advantage. But there is one time when this is not the case: The first impression.

Making a good first impression is an opportunity that must be maximised. The old saying holds true: You never get a second chance to make a first impression.

Research has shown that first impressions are of critical importance for three out of four buyers – that is a whopping 75%. Some aspects of your external appearance play a role here, but mostly it is what you say, how you say it and also what is conveyed non-verbally.

It’s all about tone of voice, gestures, facial expressions and body language, and it’s about capturing the mood in which the customer finds them self at that moment.

The following points can help you make a positive first impression on the customer:

  • Approach the customer attentively and with a friendly smile
  • Observe the customer – how do they respond? Are they reserved or receptive, cautious or forthcoming?
  • Take the emotionality of the customer seriously
  • Try to adjust yourself to the mood of the customer
  • Give the customer the feeling that you accept and understand them. Create common ground this way, which will leave the customer with good memories and which will shape their future relationship with you.

Do you already take all of those factors into consideration? If not, try to pay attention to them, and you will quickly see that you will have greater success with them.

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Sales

What’s the most important thing to remember when I’m interacting with a customer?

The one surprisingly simple success tactic that works every time.

Marc Pillay

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What’s the most important thing to remember when I’m interacting with a customer?

Customers want to be taken seriously. Someone who invests money does not only want to receive a product or service. It’s also important to make the customer feel appreciated and on an equal playing field with the sales person.

To do this is surprisingly simple: Address him by his name. By doing this throughout the sales conversation, not only when you greet him, your communication with him becomes much more personal and ‘warmer’.

Nothing is more unpleasant than talking to a person face to face not knowing his name – this has certainly happened to all of us at some point. But how can we possibly remember the names of all our customers?

Here are a number of tips that will help you:

  • Be truly interested in the customer and do not only pretend to pay attention
  • Carefully memorise his name during the first meeting, and write it down if necessary – it is no problem if the customer notices you doing this
  • Repeat the name from time to time during the conversation
  • Memorise the person behind the name – face, figure, voice, distinctive characteristics
  • Try to link the customer’s name to an image. Convert his name into a picture, and link objects or situations to it. The saying also applies in this case: “A picture is worth a thousand words.”

You’ll see that after just a short while, the names of your customers will stick in your memory much more easily, and your customer interaction will become more promising.

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Sales

How can I make more sales?

Taking a good look at your existing sales strategy may reveal some areas for improvement.

Tim Berry

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My sales are ticking over nicely but I’d like to increase them now, as I feel that we have the capacity to meet increased demand. Can you give me any advice on how to go about growing sales?

The first thing you need to do is reassess your sales strategy and its impact on sales. Look at what’s working and what isn’t. Once you’ve done that, you can consider introducing some new sales strategies, such as finding new ways to sell more to existing customers, or even how you can find brand new customers. Perhaps you’re charging too little. And your marketing strategy could probably do with an overhaul to ensure it’s relevant in today’s marketplace.

Read the full article here.

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