I’ve seen this scenario too many times.
I’m visiting with one of my clients. The mail arrives. There’s a signed contract and a big fat check from a brand-new client. The boss is thrilled. The entire team is celebrating. It’s a festive time for everyone who worked so hard on landing that new account.
In the same batch of mail there’s another check. It’s about the same dollar amount as the one that arrived from the new client. However, there’s no celebration. No jumping up and down. In fact, it’s a real yawner.
The sad part of this story is that the long-time client isn’t recognized for the value he’s brought to the company throughout many years. Month after month the checks arrive. But there’s never a celebration.
To make matters worse, while everyone was working long hours to create a truly electrifying proposal for the new prospect, work on behalf of the long-time client often slows to the point where they are calling.
In my book “How to Close More Business in Less Time” I outline the typical steps in a sales process. While most people think the process ends with making the sale, I explain the final step –– and the true goal of every sales process –– is to create a lifetime client or customer, one who remains loyal to you and who is consistently adding to profitability.
In my opinion, there’s nothing more important than rewarding your existing customers and clients for all they bring to your organization.
I’m not talking about rewarding them with candy, flowers, a catered lunch, or tickets to a ball game. It’s rewarding them with your seemingly undivided attention so they know they are your most important customer or client and that they are greatly appreciated. I say “seemingly” because, in fact, you probably can’t give them your undivided attention. But you can create the perception there’s no one in your life more important than they.