Transforming Past Customers into Repeat Buyers

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Transforming Past Customers into Repeat Buyers

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One of the toughest challenges in sales is to get people excited about buying more of something they already own.

Maybe you are limited by technology, your sales model, or availability; there will be times when you’ll want to sell more to people who have already bought from you.

What does a salesperson do when they need to convince customers to buy more of something they’ve already purchased?

To answer that question, we sat down with Justin Parke, a national sales manager with Trader Interactive and veteran of the US Army. He shared with us exactly how his sales team ensures they’re re-engaging customers with new value even when they’re selling the same thing.

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: To trigger this system, Justin recommends that we get out in front of our conversations. If we are not proactive about keeping our team and our customers excited about what we sell, we will miss our window of opportunity and miss the opportunity to influence our customers’ budgets.

R – Repeatable: To make the system repeatable, Justin recommends we research and prepare value prior to reaching out so that we ensure we’re offering new value to previous customers. One of the primary ways that Justin’s team adds new value is by leveraging industry data. One of their priorities is to show their customers how companies that renew their purchases continue to succeed at a higher rate tha other companies.

Second, examine where this customer is on their journey to success. Are they trending positively or negatively? Knowing this before making contact will help you develop a strong game plan. You will also want to know what the benchmarks are for their type of company by size, age, and market. Is this customer above average or are they falling behind what similar companies are achieving?

Showing up with benchmarking data is a massive value-add that can often convince folks to consider purchasing from you again.

Third, Justin recommends we enter conversations with previous customers using a consistent message and roadmap. We want to know both the starting point of what we are offering them (even if we’re selling the same thing again), and we also want to know what success looks like at the end of their repeat sales journey. Have a plan to establish how renewing their relationship with you/purchasing more will keep them on top or get them back on track to success.

Fourth, Justin recommends we examine what could go wrong in our journey with the customer and how we will adapt to it so we can continue to move the sale forward. Of course, one of the first questions we need to address is, ‘Why would I buy this again?’ Be sure you have a great series of answers!

I – Improvable: To improve the system, Justin recommends paying attention to changes in your customer’s industry. He ensures that his team captures that data and leverages it in individual conversations. Leaders can also ensure their front-line salespeople have access to that information so they can communicate it to customers. This can be done in team meetings and in individual coaching. Justin says it is vital to make this type of improvement and everyday event.

M – Measurable: To measure the success of how well you are reinvigorating your sales team and your customers to purchase more, Justin says to measure the additional revenue you’re generating to ensure you are growing your book of business. There are also indicators that you such as retention that are vital to monitor.

Although you may not be releasing new products and services into the market very often, it doesn’t mean you can’t continue to provide value to existing customers that encourages them to keep doing business with you!

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