8/28/2007
Sales People–Annual Business Reviews Are Critical!
Sometimes we sales people forget that our customers have other things on their mind besides us. Time and time again I’ve seen sales reps perform miracle upon miracle for a customer, only to lose the business because the customer forgot what happened.
It’s risky to be out of sight, out of mind. That’s why you should conduct a formal business review with your customers once a year, at least. At the business review you can–
- Remind the customer–in detail–of all the great things you did for them over the year.
- Quantify cost savings, labor reduction, and other efficiencies you introduced.
- Introduce or reconnect your top managers to the customer.
- Meet and get to know other important customer contacts.
- Set goals for the upcoming year.
Not long ago we were on the verge of losing an important client. We put together a little presentation that showcased everything we’d done to help them over the year. The rep and her manager presented it right away to two or three of her contacts.
Before the meeting ended, she had not only assured herself of holding the business, the customer was asking what else they could buy. The customer, you see, had simply forgotten how valuable we were. They were taking us for granted, because we let them!
Of course, in order to conduct an effective business review, you have to take good notes about your client activities as they are happening. You won’t be able to reconstruct things very well after the fact (how many details can you remember about a customer situation that happened two months ago?).
The effort you put into keeping your customer’s business humming is worth a lot. Your customers will be glad to get a reminder.
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