I recently finished the book The Ultimate Sales Machine by Chet Holmes. In it he said that “it costs six times more to get a new client than to sell something additional to a current client.” In these economic times, are we doing all that we can to keep our clients happy? Are we exceeding the needs of the most valuable people to our business? Many of my clients and colleagues are working on improving their sales systems and methodologies to attract the right kinds of buyers to their business. Great idea! But are we doing enough thinking about selling more to the current clients we have?
I just returned from a trip to Mexico for Spring Break. We usually don’t go anywhere too exciting but this year was a family reunion type of thing. Anyway, we went to the Moon Palace, a part of Palace Resorts, in Cancun. While we were there (with the exception a few confusing offers for a timeshare presentation) every part of my experience exceeded my expectations. Even down to the part where I would thank a staff member for their service and they would always respond with a sincere smile and say, “it’s a pleasure.” Not only were they happy to help, but it was a pleasure? Wow!
In all of the systems I help my clients develop, document, and improve I ask how they can exceed their clients’ expectations at each stage in the game. It forces them to think about the total experience their company is offering and anticipate their valued customers’ needs and wants. We then take those ideas and add them to the system or operations manual to be sure to provide consistent, predictable service each and every time. We not only want them to return, but we want them to refer others and have those referrals receive that same level of predictable, exceptional service.
Where are key contact points in your relationship/service to your clients that your business can add value?