Systemizing Follow-On Sales Through Appreciation

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Systemizing Follow-On Sales Through Appreciation

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We know how valuable it is to have customers who keep coming back to do business with us, but how many salespeople build follow-on sales into their sales strategy?

As it turns out, we can leverage existing sale for more follow-on business than we ever thought, if we turn it into a system.

To learn how to better appreciate our existing customers to generate more business from them, we sat down with Curtis Lewsey, author of Appreciation Marketing and founder of AM Cards. He shared with us the same system he uses with clients to leverage appreciation as a sales differentiator and sales generator!

Because we’re trimming hope from our sales strategy, we’ll use the acronym TRIM to guide us through creating a system with a trigger, ensuring it’s repeatable, building in ways to improve it and of course, ensuring it’s measurable and getting us results.

T – Trigger: Curtis says the trigger for the system begins at the point of sale, but to keep in mind that appreciation happens throughout the entire sales process. We need to appreciate our prospects throughout our early conversations, during the proposal stage, and ensure we are doing it not just with them but with their assistance as well.

R – Repeatable: to make this system repeatable, Curtis recommends establishing a five year campaign on a new customer.

First, ensure you are sending and communicating some thing after the sale to show your appreciation for your new customer.

Second, establish ways to show appreciation each time a prospect or customer changes stages inside your pipeline. When you identify a decision-maker within an organization, a milestone that would normally generate a stage change within your pipeline for the account, ensure that you are being reminded to send something to them and their assistant to express your gratitude for the upcoming conversation.

Third, make sure you are learning their birthday and sending them a card. This also works great for any assistance or gatekeepers within their organization.

Capture the anniversary of them becoming a customer, which creates a reason to get back in touch and ensure they are taking advantage of any warranty or service packages they purchased. This is an annually recurring reason to get back in touch and learn about their new challenges and how much value they are getting from being your customer.

Fifth, between 30 to 60 days after the purchase, introduce them to some other vendors or service providers who can also be a value to them. Even better if you have an arrangement where that new service provider can provide some thing at no charge to your new customer.

Sixth, take advantage of all the holidays to find a reason to send a card, get back in touch, or even send a simple email message. Thanksgiving, St. Patrick’s Day, Fourth of July, and even Veterans Day can all be reasons to appreciate your customer.

I – Improvable: to improve the system, Curtis recommends trying different forms of appreciation and see which ones resonate with your customers. You may find that in your industry, a call is appreciated more than a card, and depending on your typical buyers, some may take advantage of things like QR codes while others will not. Additionally, you can show appreciation to people in different levels of your client organization. These folks often know potential customers in different divisions!

M – Measurable: to measure the effectiveness of the system, Curtis recommends measuring the quality of your client relationships rather than how much business you are directly closing. There is a direct correlation between the quality of relationships in the quantity of follow-on business!

Instead of leaving future business to chance, systemized the way you show appreciation to ensure you are serving them more, and selling more!

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