This story also emphasizes the three phases to every sales cycle: finding the business, getting the business and keeping the business. If you ignore any one of these phases the results can and most likely will be disastrous. One of the ways you will keep your customers business is by having a good relationship with them. Staying in touch with your customers is good, building trust with them is better and being considered a trusted business partner is best. All three of these levels require both communication and consistency. Eliminate either one of these and you will be working hard to try to win the business back from your competition.
Here are some effective ways of communicating with your customers to ensure you keep their business:
1. If you sell over the phone, set up a call cycle to talk to your customers on a regular basis.
2. If you sell face to face, make sure every time you meet with your customers you bring someone of value that will impact their business.
3. Send your customers emails with information that would be pertinent to their business or industry.
4. If you have an entertainment budget, get your customers out of the office on a regular basis for a meal. This allows you to not only connect with them on a more personal basis but will give you a chance to talk without the constant interruptions that you have in the office setting.
5. Send your customers a hand written Thank You card for being you customer. Show them that you truly value their business and are so glad you have them as a customer.