Long-term customer loyalty with the right strategy: 5 principles for sales success


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Sellers should sell more and more. But the quick conclusion alone does not bring lasting success. If you want to develop from a strong seller to an excellent seller, you should follow these five principles.

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Oliver Schumacher Oliver SchumacherOliver Schumacher is sales trainer and speaker.

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Principle 1: undivided attention

Overstimulation affects us all. It is all the more important for sellers - despite the flood of information - not to overlook the information that is important for their customers. The more attentive they are, the easier it is for them to filter out the tips that could be useful, e.g. B. market analysis, Article about competitors, new products or advertising ideas.

Excellent sellers are dedicated idea suppliers. They collect pluses by signaling to their customer that they are in a boat with him. A salesperson can thereby quickly or positively or negatively position themselves in the customer's perception.

Principle 2: accepting individuality

Sellers should always remember that people buy from people and that everyone has different ideas and needs.

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One customer wants to know all the details, another only the headlines, one wants regular sales visits, another only when it really matters. Everyone reacts individually due to their personal experience, which also affects the communication. The respective scale must therefore be created individually again and again.

Principle 3: To honor the customer

Money is exchanged in return. It goes without saying that for a certain price to receive or give a certain benefit.

For this reason, those involved like to view business relationships as normal and normal, after all, there was an exchange. However, people are not always sufficiently appreciated in this exchange. That is why the good seller acts according to the motto: "Treat every customer the way they want to be treated!".

Principle 4: Create positive emotions

Who gets more than expected, experienced a positive surprise. This triggers good emotions. Some customers are already positively surprised when a business relationship is going well from the start, as the seller captures and implements wishes and expectations. Accurate and accurate work can already set a seller apart from many of his competitors.

Of course, sensitivity is required here. Customers should not get used to additional services, but should see them as an extraordinary bonus. So sellers have the right to say “no”. From a business perspective alone, you have to make sure that the consideration in the form of orders is correct.

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Principle 5: As a seller unmistakably occur

With the signature on the purchase contract, the work is not done. The help and experience of the supplier after the purchase can be very valuable for the customer.

Excellent salespeople show their customers that it is not only selling themselves that connects them. They try to be spontaneously useful for the customer: they also sort goods once or draw them out, carry out an employee training free of charge or exchange without much ado goods that are no longer needed.

Conclusion: boredom and lack of attention as a threat to good customer relations

A stable business relationship is not a matter of course. Customers quickly get used to good performance and sooner or later anticipate it. That's why excellent salespeople are considering how to surprise their customers with positive feedback. B. with a little attention.

Appreciation should not be confused with “slime”. Ideally, the seller not only acts as a supplier of products and services, but also to a certain extent as a supplier of ideas by helping the customer achieve his business goals. Customers don't need a salesperson, but a salesperson!

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  1. Thorsten

    I work in online marketing and regularly read your very helpful articles. A big thank you!

  2. Michael Michalczik

    Irsinnig good contribution!

  3. Roni Blagg

    Many customers simply expect too much from companies - and as a result, the demands on employees in companies are getting higher and higher: But of course, with such a massive oversupply - all work has long been outsourced to China, including development activities - you can afford it , say the companies.

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