hira.org

By Dan Beaulieu

You got the order! Congratulations.  The pressure is on, however, if you’re interested in forming a long term, profitable relationship with your new customer.  Now is the time to make sure they are not only happy, but stay happy.

Here are eight ways to make sure your new customer will come back for more:

1.    Thank them.  Have the highest executive available give your new customer a call.  This person thanks the buyer for the order, gives him his contact information and tells him to call back anytime --especially issues arise. After all, that’s what he’s there for.  If your top guy is afraid or hesitant to do this then there is something wrong with your company. What are they afraid of?  That they will get too many calls?  Remember, if your company is well-run, they should want  to call the new customer.

2.    Send the customer a “Welcome Packet”.  This should contain a personalized memo, as well as useful information about your company.  Some of it will be basic, and some of it can be unique.   Items to include are:

• A list of the key people in your organization and what they do along with their contact information;
• Directions to your company
• A 24/7 contact number (don’t have one of those yet? then you need one). 

A very neat and useful packet will work wonders to “wow” your customer.

3.    Keep your new customer informed.  Don’t be obnoxious, just diligent.  Touch base with them to let them know how their order is coming along. If you don’t have a web site tracking system, send e-mail updates. Remember the important thing is to impress them so they will want to tell their co-workers and colleagues about you.  

4.    If there is bad news, tell them.  First, check out the situation.  Make sure you know all the gory details, then call them.   BUT, and this is a big but, make sure that you have a good solution in hand before you make that call.  In most cases, however, this call isn’t necessary if the problem won’t affect delivery.

5.    Sweat the details. It’s the little things that can kill you.  Like shipping the order to the wrong address, using the wrong carrier, or screwing up the paperwork.   When these things happen, they can easily overshadow all the much harder work you’ve already done.  Make sure that everything is in place and right.   You want to be the kind of vendor your customer brags about.

6.    Ship ahead of schedule if you know it will delight your customer.  Regardless of whether it’s early or on time, be sure to call or e-mail your customer to let them know it’s on the way.  Maybe this is a time for another call from one of your company’s managers?

7.    Ship something extra with the order. My friends at Advanced Circuits are famous for sending their research student customers boxes of popcorn or coupons for pizza.   I know of another company that was known for shipping their stainless steel etchers and strippers with a case of fine Italian wine. Think about what you could send. Something that will define your brand.

8.    Check in with the customer after delivery.  Once you know they have used your product, ask them how it performed.  You may also want to have someone call with a short survey.  Or you can contact them with a promotional incentive to get them to place the next order.

Use these tips to follow up on your orders and they will prove invaluable.  You will be on you way to becoming this customer’s best and most valued supplier.
This will mean not only more business, but more revenue and growth.   It also means that after a while this customer will be happy to give you a testimonial you can use to help you win more customers.

In the words of marketing guru Jeffrey Gitomer:  
GREAT SERVICE CREATES WORD OF MOUTH ADVERTISING.
WORD OF MOUTH ADVERTISING TRUMPS TRADITIONAL ADVERTISING 1000 TO 1!

Dan Beaulieu is a sales and marketing expert who shows companies how to win new business.  He founded D.B. Management Group after serving as a top sales executive for three major fabrication companies.  To learn more visit:  www.dbmpcb.com, or contact him directly at: This e-mail address is being protected from spambots. You need JavaScript enabled to view it .