As sales trainers, we are asked often how to generate new customers. Yet, when I talk to CEO’s /VP’s I hear all the time that “we don’t sell enough to our own clients.” Or “If we never got a new customer but expanded our business with our existing customer, we would be obscenely profitable.”
So what’s the problem? I think I know.
They aren’t happy with you.
That’s right, they may not be entirely happy with your service. So how would you know if they were? Do you test? Do you survey? If not, why not?
Dinner at Sullivan’s
I had dinner at one of my favorite restaurants the other night–Sullivan’s Steak House. It was less than special. Steak grisly. Potatoes boring. Desert lousy. An uncommon experience at Sullivan’s.
So what did the waiter do at the end? Sell us on why we needed to get on the email list.
Hmmmmm. Wouldn’t it have been better if they would have given me a chance to weigh in on my experience? AND THEN….ask me if they could have my email address. Never once at Sullivan’s have I been asked to rate the food, the experience or anything.
That night, the restaurant was 1/3 full. In this day, when customers are weighing their every dollar, doesn’t it make sense to do all you can to solidfy your current relationships?
And that starts not with “Can I sell you something else?” But, with, “How are we doing at providing you unbelievable service?” If it’s not unbelievable, then it can be replaced.
So all the time you’re out selling new prospects, goes up in smoke because you’re losing clients out the back end.
{ 2 comments… read them below or add one }
Great post.
I like to think of it this way: I want all the competitors of my clients to wonder why my clients are so successful and why they always use me…exclusively.
The reason they do is because I do ask, in person, what my people and I can do to make their lives better, easier and more fun.
More personal touch (asking) and less non-personal tech (email), would make Sullivan’s THE destination, instead of one of many destinations.
BTW – the asking should really be done by someone besides the actual salesman for the account, if you want truthful answers.
If Sullivan’s would have the host/hostess or some other staffer, not the waiter, do the asking, they’d find that they could then get honest feedback about the meal and the service.
I actually choose to eat average food, with great service, more often than I choose to eat outstanding food with poor service.
Food is usually forgotten by the next meal. Bad service sticks in your mind forever…or at least thru the next decision cycle.
Mike,
Nice response. Well thought out. You’re right about someone else OTHER than the sales person doing the surveying. Good point. Too jaded the other way.
BC