Establishing enduring customer connections

As e-commerce increases in popularity, there is a concern that close dealer-customer relationships will suffer as a result. However, there are a multitude of ways to ensure clients stay loyal by continuing to use traditional methods in a more effective way

Selling to a customer once may be a breeze for a skilled salesperson, but the real challenge lies in securing repeat business. The secret weapon? Building what’s often termed as ‘warm calls’. While cold calling remains a staple for many small businesses, transforming these into ‘warm calls’ can revolutionise customer responses. The question is, how does a dealer evolve this concept into a fully-fledged, enduring relationship?

Start with a chat

Remembering names, including receptionists and assistants, goes a long way in ingratiating yourself. Inquiring about the customer’s health, hobbies, and home life creates a backstory for your relationship, making you a dealer who genuinely cares.

Dedicate a point of contact

Speaking to a different person with the same story every time is off-putting. Ensure each salesperson looks after specific accounts, creating consistency and a deep understanding of the customer’s history and needs. A robust CRM system can help maintain continuity, especially when handling a client transition between salespeople.

Avoid overselling

The temptation to over-sell in a bid to keep clients close can lead to under-delivery, resulting in customer loss. Honesty pays off better in the long run, and dealers should admit when they cannot deliver, compensating with excellent customer service.

Help even when there’s no monetary profit in it

Assist customers even when there’s no direct profit. Helping them find what they need, even if it means pointing them to another dealer, builds trust and showcases a relationship beyond profit.

Go the extra mile with sourcing

Having the resources to go the extra mile ensures your customers lack for nothing. Keeping abreast of industry changes and offering a diverse range automatically garners more attention, setting the stage for long-term relationships.

Properly train your team

Salespeople need proper training to make calls feel warm and not cold. Small talk, a friendly tone, and product knowledge are crucial. A knowledgeable contact reflects positively on the business and is valued by customers.

Introduce rewards

Regular promotions and special offers are common, but a reward scheme for both new and long-term customers can add an extra layer. Small gifts tied to the order size, frequency, or relationship length can be impactful.

Establish an after-sales service

It takes a matter of moments to call a customer after a delivery has been received by them to check that they’re content. Many clients won’t say a thing if they’re unhappy with a service – they will simply cut their losses and find a new dealer. Speaking to them after the sale will help you to discover what they actually think of your service, where their pain points are and, potentially, lead to the next sale.

Handle complaints effectively

Mistakes are inevitable, but how you deal with them matters. Taking responsibility, rectifying errors, and not shifting blame maintain professionalism and help a business learn and grow.

Ultimately, treating customers as business partners, and not simply sources of money, is the only way to ensure they stay with you, so take every opportunity to create a professional friendship.