Business Goes Where It Wants

This sales maxim means what it says.

“Business goes where it wants – but it stays where it’s appreciated.”

This principle (understood and applied) will solve most of your problems with retaining existing customers and getting new ones.

As one of the biggest expenses is securing new customers, it’s far more efficient to keep those you already have, and keep them happy.

When businesses lose customers, they typically assume it was related to price, a new competitor or even the brother-in-law who now does what you do. Yet research has shown that over 65% of customers leave because of perceived indifference on the part of the salesperson.

As the old saying correctly states: They don’t care  how much you know, until they know how much you care.

If they think you don’t care, neither do they.

People want to enjoy the sales process as much as they do the product or service. When they really need something, they’ll put up with poor, indifferent service, but not for long!

A sales rep that is more interested in the customer than they are themselves will always make the process better for both.

Unfortunately in today’s selling environment, service is the worst step in the overall sales process. Too often, we find the “make the sale and forget ’em” attitude among inexperienced sales reps.

Service has gotten such a bad reputation that customers routinely expect to be short-changed on getting what they were promised.

I see more people than ever (including myself) driven to wits-end trying to right some wrong as a result of poor service after the sale.

You can blame the lack of human interaction, outsourcing, careless production standards, shoddy quality control, but personally I’ve found that the attitude that nothing matters is the source of the problem.

Too many times, when I complain about sales or service, and say I’m taking my business elsewhere, I’m met with the “So what?” response from an uncaring clerk.

They simply are unaware of (or don’t care about) the maxim at the beginning of this article: “Business goes where it wants, and stays where it’s appreciated.”

Customers do have a choice you know. They don’t have to put up with shoddy, careless, unfriendly sales or service and customers never forget how you made them feel (good or bad).

This quote from seasoned veteran salesman, Kenny Gordon says it best:

“You have to make a friend to make a sale.”

Then take care of your customers after the sale, and they’ll take care of you.

daniel w. jacobs
(c) 2012 – 2030, all rights reserved


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