Customer retention is one of the main focuses of the sales persons in any business. Your business CAN go too far by trying to keep in touch with your customers, too many phone calls, emails and letters can drive them away.
A study conducted by Professor Andrea Godfrey and her coworkers at the University of California published a report Enough Is Enough! The Fine Line in Executing Multichannel Relational Communication which revealed that to communicate with the client there should be an “Ideal Level”. When you exceed that level the risk of losing the customer increases considerably.
Hold your Excitement
You are so damn excited about your product and cannot possibly hold your enthusiasm. Good for you! However, remember your customers may not always be as excited. They may be interested in your product, but their interest level is different from yours. If you generate an email every day to highlight your products and promotional deals they become tired of it and will no longer continue to open your emails. Don’t annoy your customers with every little thing that you think they should know.
Control your Frequency
Regular sales or promotional messages should be avoided. The increased frequency of phone calls, emails and messages will bore your audience and make them think that your product is always on sale. They might try to avoid buying at full price from you and expect to receive a promotional discount on every purchase.
Implement a Clever Strategy
If a customer has bought a particular product from you in the past they are likely to go for the same solution in the future. Collect information from previous purchase history and send a relevant message with specific information to them. Similarly, if the product they purchased is long-term they are not likely to hear about it again, even if it is on sale. Make sure they are omitted from the related promotional messages.
Interpret the Feedback
Feedback plays a vital role in the case of your customer’s satisfaction assessments. Positive feedback lets you know that you are doing a great job while negative feedback contains hints that what is lacking in your product and how to improve it. Usually, the negative feedback is taking as a “NO” from the customer but it is actually the indication that what standard customer expects from you. You must respond in any case and in order to represent your company in the best possible way.
Don’t Get too Personal
Be casual while talking to your customer but don’t ask too many personal questions. Sometimes salesperson take it wrong that to be in a healthy relationship with their customers they can freely inquire about their customer’s personal information about contact, address, family, hobbies and business details. Just ask about their preferences only related to the product or services you provide. Inquire them what they expect when they buy the similar product from other vendors.
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