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Sales Training - Loyalty

By Steven J. Schmidt

Everyone in the sales industry will always say that there will be a need for salespeople, and I definitely agree with that. Many experts feel that presently, there is no better time to be a salesperson.

One of the main reasons is because competition is not as strong. Competition currently is based around seeing what the leader in the marketplace is doing and trying to figure out a way to replicate the same process instead of creating new marketing methods.

This means that as a salesperson, you have to think of new ways to sell, different approaches to market yourself, and attempt various techniques. You have to ask yourself if your style of selling is paying off. Are you getting the results that you want or that you need? If not, it's time to shake things up and try some new ideas and different techniques to maneuver yourself into being more successful.

Loyalty is a major component that salespeople usually neglect as being part of a sale. Think about it this way. What's to stop a potential customer from going directly over to a competitor? Absolutely nothing.

Let's say that you're an estimator for a company that repairs houses. You sell the customer on the fact that their garage needs to be repaired and their bathroom needs to be completely redone. The customer gets the garage done first to see how that works out before they give you a commitment on the bathroom. The price should be fair, but in this situation, they will be looking to see how well your company does the job. As long as the job is good, the loyalty factor will kick in, and you will get a phone call from them to do the bathroom.

You also want to go a step further and call them after the job is done with the garage and ask them how they like it, so that it's fresh in their mind. You ask them, "How was the job, and did it satisfy your expectations?" Once the customer says yes, you can than proceed, "OK, that's great and I'm happy for you. Since that's done, what day and time is good for you to schedule the bathroom?" Therefore, you're completing customer satisfaction with a big emphasis on loyalty.

Another contributor of loyalty is how you handle the problems that a customer may have. For example, if the customer wants their house repaired and they don't know what to do, that's where you become a problem solver. A lot of sales is problem solving and coming up with a solution. Once you can come up with a solution, the customer will know that they can rely on you for other problems that may come into play. In addition, it will make the customer feel like they have someone else on the battlefield trying to figure a solution out to their problem, as opposed to just handling it on their own. This is the epitome of loyalty.

Once you've identified the problem, you'll give them the best solution on how to fix their bathroom, and of course a price. Once their bathroom is fixed and is completed to their satisfaction, the customer will want you to be their salesperson again because you dedicated the time to fixing their problem and did a great job doing so.

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