During these challenging economic times, I’ve more than once heard a business owner or sales person tell me that they didn’t connect with their current customers, because “they probably weren’t going to buy anyway.” Not only might their assumption be wrong, since when did the customer relationship become only about today’s sale?
The social web has changed the way that your customers purchase products and services! If you aren’t visible to them, you put yourself at significant risk of losing sales opportunities. Buyers these days are proactive. They educate themselves about what is available, which means that the sales process has been transformed into a “buying process.” Unfortunately, many sales people fail to realize that things have changed. Smart sales people will take advantage of the opportunities that the social web offers by being visible, staying on top of trends, looking into the future and finding ways to position themselves as a well-educated navigator who is an open influencer instead of a convincer. Become a “trusted adviser” who stays connected regardless of the economic situation.
Three 3 Tips for Reconnecting
- Evaluate your communication process with your current customers. When is the last time you talked to them? Are they aware of all that you have to offer? Don’t assume they know. Ask yourself what you can do for them…can you make a connection for them or share a valuable piece of business information that helps them seal a deal?
- Use tools like LinkedIn to expand your reach in an account. Who else in the company has a LinkedIn profile that you can get to know? If your current contact has moved on to other things, you can use the LinkedIn “Companies” feature to search out new connections within the account.
- Create newsletters using email marketing products like Constant Contact. Share relevant business content to keep your customers informed about industry trends, market opportunities and the newest in what you have to offer.
Remember that your existing customer base is a gold mine of opportunity; a competitive advantage that is often overlooked. Stop randomly chasing new opportunities when “acres of diamonds” are sitting right in front of you!