Ensuring reoccurring business starts from the initial outreach to a prospect – before your customer actually turns into a customer. Turning a prospect into a customer and then into a reoccurring customer is all about building a solid relationship, from the initial first impression all the way to the final sale.
In a recent article on Salesopedia, Michael Hughes articulates how to get more business out of a single customer:
To make sure you start off on the right foot with a prospect – make sure you are completely prepared with information about them and their needs. Educate yourself on your prospect and their business. You need to be aware of how exactly your solution will fill a prospects need, and you need to be able to articulate it in a way they will understand.
You might know the value of your solution, but your prospect probably does not. Make sure your customer knows your value, even after the final sale. Be convincing; convey to your prospect that they cannot possibly exist (or be as profitable/efficient) without your product.
Keep building on that strong foundation you started and grew from your initial call and/or meeting (i.e keep in touch). Keeping in contact with the prospect (or perhaps customer at this point) will pay dividends down the line. The best sales reps become friends with their prospects; relating to the prospect will give them a connection to you beyond the deal. If your prospect enjoys talking to you, they will be more likely to accept your proposal.
The easiest way to produce more sales is to keep your customers happy. Remember, it’s easier to keep your customers happy and get customer to come back than it is to get a NEW customer.