Training Tips

VIP Treatment: Take care of your best customers

All customers are important. Sometimes, however, time constraints force sales professionals to choose which ones are most important. In her about.com article “Nurturing the Relationships that Matter,” Laura Lake discusses ways in which sales professionals should take care of their best customers, including:

• Make it personal. “Companies don’t buy, people do. Have you lost your human touch? If so, it’s time to get it back,” Lake says. She suggests a phone call, card or e-mail to make direct contact with customers.

• Offer advice whenever possible. It’s better to be considered a trusted advisor than a salesperson.

• Focus on retaining customers. Do whatever it takes to keep them around.

• Be consistently impressive. “It isn’t just the first impression that counts. It’s every impression that you make,” Lake writes.

• Be personable. It’s much easier for a sales professional who’s friendly and approachable to build rapport.

“Nurturing a customer relationship is like dating. If you take them for granted, eventually they will replace you with someone who doesn’t,” Lake says.