Just because you’ve heard a customer is loyal to your competitor, it doesn’t mean you should avoid calling on them. Now more than ever, the most loyal customers are allowing themselves time to hear from other salespeople. But remember, your customers are thinking the same thing!
Don’t hesitate to make that call. The door is wide open to contact every customer you know that is loyal to one of your competitors. With the economy in a state of flux, everyone is looking for opportunities to improve. Several salespeople I’ve been working with tell me that the number of people willing to set up meetings has never been higher. Just remember, as hard as you’re working to grab customers from your competitors, they’re trying to do the same to you. Be sure to increase the frequency of contacts you have with your loyal customers. The added contacts don’t have to be elaborate, they can be as simple as an email or a quick phone call.
I have learned the hard way to touch my customers on a regular basis, but I got to a point where I felt like they felt like I was desperately fishing for business. So instead of calling to just “touch base,” I started sending articles or trying to be creative. Last 4th of July, I printed the U.S. Declaration of Independence on parchment paper and sent it to all my clients wishing them a great holiday. Everybody brought it up the next time I called.