Sales Success: How to Create a Solid Customer Base

Written By | Sales Success | January 7th, 2013 | 6 Comments »

customer service satisfied customer customer baseWhat is the purpose of a business?  Every time I ask this question during a business seminar, the immediate answer that I get back is, “To make a profit.” But this answer is wrong.  The purpose of a business is to create and keep a customer base through excellent customer service.

If a business successfully creates and keeps customers in a cost-effective way, it will make a profit while continuing to survive and thrive.  If, for any reason, a business fails to attract or sustain a sufficient number of customers, it will experience losses.  Too many losses will lead to the demise of the enterprise.

FREE FINANCIAL REPORT: The Way to Wealth

According to Dun and Bradstreet, the single, most important reason for the failure of businesses in America is lack of sales.  And, of course, this refers to resales as well as initial sales.

Create and Keep a Customer Base

So your company’s job is to create and keep a customer base, and your job is exactly the same.  Remember, no matter what you official title is, you are a salesperson for yourself and your company.  And the best way to increase your value as a salesperson is to build your customer base.

The two most important words to keep in mind for developing a successful customer base are Positioning and Differentiation.

Positioning

Positioning refers to the way your customers think and talk about you and your company when you are not there.  The position that you hold in the customer’s mind determines all of his reactions and interactions with you.  Your position determines whether or not your customer buys, whether he buys again and whether he refers others to you.  Everything that you do with regard to your customer service affects the way your customer thinks about you.

Differentiation

Differentiation refers to your ability to separate yourself and your product or service from that of your competitors.  And it is the key to building a maintaining a competitive advantage.  This is the advantage that you and your company have over your competitors in the same marketplace¾the unique and special benefits that no one else can give your customer base.

Customer Service and How it Sets You Apart

Most successful salespeople are invariably referred to as friends, advisers, and counselor by a satisfied customer.  The final description, and perhaps the best description a satisfied customer uses for top salespeople, is contained in the words, “He (or she) really understands my situation.”

When customers are asked why they decided to buy from a particular salesperson or company, they invariably give these reasons: the reputation of the company, the level of customer service and support that the company offers, the reliability of the company and the salesperson, the responsiveness of the organization to complaints and requests, and the quality of the individual salesperson with whom they have been dealing.  Price ranks at number seven or eight, if it comes up at all in the surveys.  This is important for you to know because it is amazing how many salespeople get sidetracked into negotiating on the basis of price and then they can’t understand why they failed to get the sale.

A Satisfied Customer Is Essential For Sales Success

84 percent of all sales in America originate from the recommendations of a satisfied customer.  A referral to a new customer is worth ten times more than a cold call.  And it is 16 times easier to sell a satisfied customer something new than it is to sell something to a brand new prospect. In the final analysis, dedicating yourself to excellent customer service is one of the smartest and most profitable things that you can ever do.

Thank you for reading this article on how to create a solid customer base through excellent customer service. Please share this article with others and comment below!

Topics included in this article include

Customer Base

Customer Service

Satisfied Customer

About Brian Tracy – Brian Tracy is recognized as the top sales training and personal success authority in the world today. He has authored more than 60 books and has produced more than 500 audio and video learning programs on sales, management, business success and personal development, including worldwide bestseller The Psychology of Achievement. Brian’s goal is to help you achieve your personal and business goals faster and easier than you ever imagined. You can follow him on google+, facebook, and twitter.

DOWNLOAD THIS FREE E-BOOK AND DISCOVER THE EXACT FORMULA FOR GOAL SETTING SUCCESS!

When you subscribe, you’ll get access to the Goals! E-Book, instantly!

Subscribe now by entering your email address below.




You may unsubscribe anytime. Read our Privacy Policy

Your Free gift - Goals!

Tags: , ,

6 Comments

ADD A REPLY





  1. Benjamin Aspenaz says on February 27, 2013 at 10:16 am:

    i have really receive words of wisdom so far as sales and customer relationship is concern…..Brain thank you very much, is really educative and en lighting.

  2. Opa moses says on February 27, 2013 at 9:32 am:

    Perfect

  3. manas says on January 13, 2013 at 10:19 am:

    Dear B’,
    I really find this article gr8 on your blog.However,at times I find it quite difficult to differenciate my products from competitors ,as there is hardly really any difference a customer can find as far as pharma products are concerned.kindly through some light on this.
    Thanks a lot.

  4. Brandon says on January 9, 2013 at 7:38 am:

    Thanks for the article. Where do these stats come from?

    “84 percent of all sales in America originate from the recommendations of a satisfied customer. A referral to a new customer is worth ten times more than a cold call. And it is 16 times easier to sell a satisfied customer something new than it is to sell something to a brand new prospect.”

  5. Sahil says on January 8, 2013 at 1:10 pm:

    It is one of the great posts that Brian has ever been writing. Although all the written points are quite obvious, easy to grasp and known to mostly all, but often managers and employees forget to reap benefit from these wise moves and do not make it a part of their work practise. Thank you Brian for refreshing these principles once again.

  6. Ayodele Oni says on January 8, 2013 at 11:07 am:

    Thanks Brian for this educating piece. Fine salesmen don’t procrastinate customer response time,I don’t.

Close

DOWNLOAD THIS FREE E-BOOK AND DISCOVER THE EXACT FORMULA FOR GOAL SETTING SUCCESS!

When you subscribe, youll get access to the Goals! E-Book, instantly!

Subscribe now by entering your email address below.

You may unsubscribe anytime. Read our Privacy Policy

Your Free gift - Goals!

46 queries in 1.126 seconds.