Masonry Magazine December 2004 Page. 38
Get to know everyone you can inside the client's walls, from CEO to receptionist. Strengthen relationships at every opportunity. Show your face at open houses, ribbon cuttings and charitable events. Get as many champions as possible inside the company. This is an especially good idea in an era of downsizing-what might become of you if your one point-person leaves? But even bigger than that issue, it may create opportunities to sell more products and services.
Be "Johnny on the Spot." A good salesperson will go to the ends of the Earth to keep a good client happy. Period. This means if a client calls you up with a question at 6 p.m., just as you're heading out the door for home, you take your coat off and help him find a solution. If something you sold him malfunctions, replace it instantly, at no charge. If you have to personally drive a desperately needed part to someone 300 miles away on a Sunday, gas up the car and hit the road. If you don't, your competitor might. And people tend to reward such genuine commitment with referrals, renewed contracts and an open mind for your ideas.
Invite feedback from your best clients. Take action based on that feedback. Try this technique: pinpoint your five top clients. Take each contact person out for a nice lunch and instigate a frank discussion about your company. Ask what you could do better, sure, but focus more on what your clients deem your best practices. Then, resolve to fix the problems your client identified and duplicate your "good" practices the ones that keep your clients loyal and happy everywhere.
The Voice of the Mason Contractor. No matter how "down" you're feeling, don't let your clients know. It is one of the more unfortunate realities of human nature that people tend to disassociate themselves from other people who are in crisis. This also holds true in the corporate world. If clients think that your company is struggling, they may be tempted to abandon ship. So always maintain a successful, upbeat demeanor when talking to clients. Stay focused and make sure you're in what Ludwig calls your "supercharged selling state" when talking to clients.
Of course, it's hardly a news flash that good, solid, creative long-term client relationships are the bedrock of business. That's common sense. The hard part is remembering that truth-and acting on it when economic storm clouds begin to threaten. "Fear can be a powerful motivator, but unfortunately it often sends companies flailing, panic stricken, in the wrong direction," says Ludwig. "Once that fear creeps in and obscures your long-term vision, you've already put distance between yourself and your current clients. And that's the one thing you should never lose sight of. Do something to cultivate those relationships every single day and you're more likely to keep them and you might even find some great new sources of business that were in your backyard all along."
George Ludwig has more than 25 years of sales, sales management and sales training experience, including five years of presenting his sales success seminar all over the country. As a nationally known keynote speaker, sales trainer, coach and corporate consultant, Ludwig trains over 10,000 people per year from various corporations and associations. He is a popular contributor to trade publications and newspapers, including Selling Power, Sales and Marketing Management, Entrepreneur, Investors Business Daily, Time and The New York Times.
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CELEBRATING 1904-2004. 100 YEARS. STERLING HANDLING EQUIPMENT INC. PO. BOX 090438, MILWAUKEE, WI 53209 Phone 414-228-7728 FAX 414-228-9032 www.sterlingtoughguy.com vip@sterlingtoughguy.com CIRCLE 174 ON READER SERVICE CARD December 2004 Masonry 39