The hope is that once you sell something to a customer that person or company will be your customer for many years to come. But, reality is that you have to continue fostering that relationship or risk losing that customer without even knowing it. As an example, we recently lost a customer who bought an entry-level product to manage one part of his business but later bought a full suite of products from a different company because we lost contact with him. 

  Many times, we bend over backwards to win that first deal but end up forgetting that we still need to work hard at maintaining that relationship. Especially in this economy, don’t forget your current/existing customers as they can be your best allies, references, and customers. As the economy improves and businesses begin to invest, if you have maintained that relationship, it’s almost guaranteed that your customer will at least talk to you first before looking elsewhere.

  Before my current position, I founded a software company that developed a POS solution for the restaurant industry. When we were starting out, I was the only salesperson in our company. I believed in my heart (my apologies for being a little sentimental) that the product we created and sold was a good product that solved our customers’ problems. Without hesitation, I later sold a system to my in-laws who own a restaurant. Everytime I made a call or gave a demonstration to potential customers, I took it as an opportunity to educate them and believed that this process was actually “FOR” them so that they can get more information to make the best decision for their business. Just to be clear, it didn’t mean that I didn’t want to make the sale, but that I was okay if they decided that our solution was not the best fit for them. So, I hope that the next time you’re picking up the phone or meeting potential customers, you’re looking at it as an opportunity to educate them and not just an opportunity make a sale. It’s worked for me thus far, thinking that the sales process is “FOR” my customers.

  So, what’s the point of this story? Similar to my previous Sales role at my own company, I know that Ideal Software Systems has a very good product and is a very good company (i.e. products that solve customers’ problems; company with great, smart people who care about our customers’ success). Therefore, I have no hesitation in contacting potential customers and answering any questions they might have about our products or services. So, I hope that the next time you’re picking up the phone or meeting potential customers, you’re looking at it as an opportunity to educate them and not just an opportunity make a sale. It’s worked for me thus far, thinking that the sales process is “FOR” my customers.

  Today I was on a Sales/Demonstration call with my colleague. I asked her to help me out as she knew the software much better than I did. While she was giving the demonstration over a web conference, I was initially taking notes on the main points the potential customer shared and asked us. Over the course of the 1.5 hour session, my colleague and I began to work as a team and helped each other ask the customer the right questions that allowed us to better understand his business, pinpoint his issues, and showcase the benefits of our solution. As a team, we were very effective in engaging the customer as we both tried to help each other and did not fall into any pre-defined role (e.g. one person only asking questions). In this particular situation, and many other Sales calls, it can be very helpful to have a “Sales Buddy” in the same room. Sales is not always a one man/woman show! Know your limitations and do what’s best to give you the greatest chance to close a deal. So, who’s your “Sales Buddy”?