National Sales Center

Focus Now On Developing Loyal Customers

There has never been a better time to start developing loyal customers. One reason for this is because everyone else is screwing up so badly.

Even in this economy, companies want to grow. They want to impress Wall Street next quarter so long term plans to develop loyal customers are out the window. This shortsighted strategy has given us a “charge more for less” growth strategy. Today, airlines charge for bags while you have to print your own boarding pass. This “charge more for less” nonsense represents a great opportunity for smart companies to develop loyal customers.

Consumers aren’t dumb and they have a great ability to remember when a company took advantage of them. Companies get away with charging more for less when their products or services are a necessity or difficult to do without. It will eventually catch up with them and they’ll be wondering what happened to all their loyal customers that they once found easy to trap.

For no good reason apparent to me, my health insurance went up almost 22% last month. On top of it, they sent me a 12-page pamphlet that revised my benefits in their favor. Why would I be a loyal customer of a company that wants to charge more for less?

I had the great pleasure of spending one hour in my dentist’s chair. The cost was just under $3,000! This dentist is busy all day long so could he be earning about $21,000 a day? Guess who’s looking for a new dentist? My customer loyalty to that dentist is gone forever.

Why should I be a loyal customer of a bank full of hidden fees? Even the Government wants to charge more and provide less. Can you say “Tea Parties”? Things are out of control.

Now is the time for smart companies to start creating loyal customers. There has never been a better time because too many dumb companies are doing all they can to get rid of their loyal customers by charging more for less.

I recently cut the price of my sales prospecting program. I know many reps are struggling and need this sales training but they are also concerned about spending money. I also started adding a free sales strategies CD to my sales process training program. I’m also offering a higher quantity discount on my sales team training program. I want loyal customers so I’m not going to charge more for less. I know my loyal customers will return to the National Sales Center when they are looking for additional advanced sales training. That’s why I give away a free sales activity tracking report.

Consider your company’s marketing and sales force training programs. Are you taking advantage of this once in a lifetime opportunity to capture loyal customers? If not, get prepared to pay the price when this economy bounces back.

To your long-term sales success!

Nick Moreno

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Tags: Sales Training