Beyond 1,000 Cases: How To Guarantee Repeat Sales
There are many lessons learned by sales executives all over the world. Here are just a few of them on how to turn a one-time buyer into a repeat buyer:
“Farming vs. Hunting” The best way to make a customer buy again, after the first 1,000 case sale, is to understand that farming -- not hunting -- is the world we live in now. Farming is focused on nurturing your customer through a caring relationship. Hunting is trying closing your deal too soon and this approach erodes customer loyalty.
Instead of focusing on the next sale, focus on deepening the customer relationship first by organizing conversations on the social networks they use -- whether it's Twitter, Facebook or Pinterest.
For example, start following your customers on Twitter and use the platform to engage in conversations that are independent of what you're trying to sell them. Observe what they like, then ask them meaningful questions about what they like.
Using the wine business as an example, let’s say that you're a Pinot Noir drinker. By communicating with you on Twitter or Facebook, we’re able to learn that in addition to wine, you're also a football fanatic, regular cupcake eater, and new gardener. The next time you tweet or post about making cupcakes, we can suggest pairing your cupcakes with a new dessert Riesling in stock, that's similar in taste to another Riesling you mentioned last month.
There are many lessons learned by sales executives all over the world: here are just a few of them on how to turn a one-time buyer into a repeat buyer.
Appointment setting is vital in any business because it is a guarantee of more 'face time' and affords the opportunity to up-sell or provide follow-up and repeated services. Appointment setting accomplishes many things such as establishing a relationship with your client, but it also is a tried and true marketing skill because most people live busy lives and having a committed date means your chances of following up with those clients are pretty good. Be on time and don’t miss the date.
No customer ever wants to feel like a number which is why another savvy marketing technique utilized is sending letters to current customers. These letters can be simply drafted and are a way of saying to your customer, “We appreciate your business."
Continue reading this blog on Beverage Trade Network
