Build Strong, Sustained Customer Relationships with V.I.A.G.R.A.
Contributed by: TJ Wisner
The bonds that tie long lasting customer relationships are very important in today’s world. It is said that the average person has 50,000 thoughts go through their mind daily. As a sales person and supplier, you want a few of those to be about you. More importantly, you want those thoughts to be positive.
If you maintain strong customer relationships, you will;
- Gain more business and make more money
- Be respected and people will refer you
- Enjoy your work (and personal) life
Building strong customer relations is easy. First, you need to have a high level of self-esteem and truly want to satisfy your customers. Then all you need to do is follow the six V.I.A.G.R.A. steps to long lasting customer relations.
V- VALUE THEM- Sincerely value them and their business. The most important thing is to show you care about them and their business. When you see them, always offer a “good” handshake. Always use their name and show genuine interest in them. It should go without saying, but a smile on your face will go a long way. As Groucho Marx said about acting, sincerity is important to sales; “once you can fake that, you’ve got it made.”
I- INTEGRITY IS PARAMOUNT- Always do what you commit to do. Follow through with your commitments and if you cannot deliver, then let them know. If something goes wrong with their order, make sure they hear it from you. Remember, if you always do as you promise, your customer will trust you, and trust is the foundation for solid customer relations.
A- ASSESS NEEDS- Ask plenty of questions…then listen. The old 80/20 rule fits well in the selling transaction. You should spend 80% of the time talking and 20% of your time listening. Truth be known, many sales reps exhibit just the opposite, they talk 80% of the time. It is important to note that customers are often, what I like to call, “informationally challenged.” Therefore, the rep must ask questions to elicit vital information from the client in an effort to understand the need behind the need.
G- GIVE MORE- One of the biggest complaints customers site as to why they left a particular supplier is that they did not get what they expected. Disney World is the best example of exceeding customer expectations. Delight your customers by giving them what they want, and more. Now that doesn’t mean giving away the store. Send them an email or better yet a hand written thank you note. Call them to see how pleased they are with their decision. Treat them the way you like to be treated or better yet, like Dr. Tony Alessandra says; “treat them the way they want to be treated.”
R- RELATE TO THEM- One of the best ways to sustain great customer relationships is to get to know them on a personal basis. Remember their birth date and send them a card or give them a call. Whenever you transact with them, lighten things up with a little humor. Recognize important accomplishments they have made. Also sharing important personal things about you will help develop relationships.
A- AMELIORATE THEIR LIVES- To ameliorate means to improve or make better. Everything you do for your customer should improve their business or personal life. This is one of the biggest reasons successful sales people site as to why they enjoy being a sales person. As the old saying goes; sow so shall ye reap.
If you fail to maintain strong customer relationships, you will;
- Lose business and money
- Not be respected and get few (if any) referrals
- Experience a miserable personal and professional life
So share V.I.A.G.R.A. with your friends and help them build strong, sustained customer relationships.
TJ Wisner is a performance improvement expert and Cool Old Guy who helps individuals and organizations learn more and earn more. You can contact him at tj@coololdguys.org or visit http://TheCPOInstitute.com