Articles by Fran Goldstein CPC CSP

We all buy from someone we like or feel a connection to, it’s human nature. That’s why sales is a relationship business no matter what it is you sell or produce. The beauty of sales over time is the residual or repeat business. Relationships breed relationships and referrals breed referrals. Multiply those over a 10 year career or a 20 year career and you’ve cultivated quite a client base!

Everyone knows setting the bar high and exceeding those expectations keep clients loyal and singing your praise. The work in sales however, comes from being able to set the bar high and leap over it each and every transaction or sale you make. As simple as it sounds, think about your lost customers… Go back and analyze what happened to that bar you set. Do you find a connection between the two?

An example that comes to mind is my car. My father always bought Buicks from the same salesperson at the same car dealer his whole life. So did my mom. That kind of loyalty is one of my core ideals. I have bought my cars from the same guy for years. His customer service bar was so high and he always exceeded my expectations in some way. One time he came out to pick up my car when it needed service, another time he arranged a complimentary loaner for a weekend trip we were taking!

Three months ago I bought a new car. Called the same guy up… he was eager to see us and made time that afternoon. We test drove a couple cars & he closed the deal that day. I boasted to my husband “See! See why I always buy from him! Isn’t he the best! Aren’t I so smart!!??”

Mud on my face big time.There were some minor issues with the car that we weren’t aware of or told. I had to chase him down this time for service. Something felt different, as if he was taking my business for granted. Each call there was less energy and customer service to his tone. At one point I felt like he had written my sale off (mentally) and was done with the follow up issues. I couldn’t really put my finger on it.

Then one afternoon I got a call from him. I was assuming it was a follow up call to the one outstanding issue. Instead, he asked me if I got the follow up survey from the dealer. I hadn’t. He said he would send it again and to please complete it because the survey is tied to his commission! Not a word about if my service issue had been taken care of.This was my last car purchase from him. And I won’t send any more referrals his way. Will he ever know? Does he even care? I don’t have a clue.

Think about your lost sales… Did you lower the bar with out realizing it? Did you maybe, just maybe take that client for granted? It’s never too late- that’s the other beauty of sales. But it is up to you to recoup and set the bar back where it was when you made your first sale with that client. It’s never too late. Define your bar, measure the ROI and watch your sales explode!