Customer Loyalty and Client Satisfaction

Tuesday, April 14, 2015David Ehrlich

The success of a business relies on building customer loyalty and fostering client relationships. Our job in sales is to help attract and retain customers. Customer satisfaction can be the single most valuable asset that a company can acquire - it can determine whether a business will thrive and grow, or be stopped in its tracks.

There are 4 keys to building customer loyalty and client satisfaction. They are relationship selling, partnering for profit, consultative selling, and managing expectations.  This is how you differentiate yourself from the competition and become an industry leader.

Relationship selling is crucial to a company’s long-term success – this requires a clear understanding of the selling process and honing in on your communication skills. My team has heard this from me time and time again, and it is echoed by me saying, “People deal with people they like!”

The second key is partnering for profit.  When you deal with a client, you can be sure of one thing: that person thinks about his/her business around the clock, and is probably under continuous financial pressures. Vendors, like us, are constantly knocking on their door, selling our services and in essence, our business. Instead, ask questions about their company in order to get a better understanding for their needs and expectations. Become your client’s partner and advocate. This approach is a great way to build loyalty and trust.

The third key is consultative selling.  Act as a consultant - instead of pushing a service or selling a product, concentrate all your efforts on helping to solve their problems and answer their questions.

Finally, it is important to manage your client’s expectations! The simple formula is: customer expectations + service performance = customer satisfaction! You must understand your clients’ expectations to succeed. Ask questions, LISTEN, verify understanding, communicate results, and follow up.

At Rolyn, this is the philosophy that I teach to all the members of my sales team. I firmly believe in being an advocate for our clients – this method continues to increase customer satisfaction as well as sales.

As a client, what makes you loyal to any service-based brand?


About the Author

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David Ehrlich
National Sales Director

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