Partner Article

Sales professionals must get social to retain customers

More than two-thirds (68%) of customers leave a product or service provider because they believe that they are not cared for, according to a recent study from global organisation Rockwell Corporation.

This relates to customers ending business relationships with sales people, so for any member of the sales industry, it’s an alarming number to consider.

The report also revealed that 14% of customers choose to buy elsewhere because of the product or service. Well, there’s not much the sales professional can do about that – but when it comes to building strong relationships with customers and demonstrating how much you value the custom, there’s plenty that can be done.

So often the sales industry focuses on how social media can help to generate new leads and grow profile. Well, yes, that’s true, when used in the right way the likes of Linkedin, Twitter, Facebook and Google+ can be used really effectively to grow businesses. But, they can also be used to stay in touch, manage relationships, and ensure that your customers do not become part of that worrying 68%.

There are several tools that can help maintain customer relationships. Start by spending some time with your chosen vehicle of communication. You may prefer Linkedin over Twitter; whatever your choice of social media, you must get acquainted with what the tools offer you, and understand its rules of engagement.

1. Visibility

The mechanics of using social media to reach out to existing customers is straightforward, the key advantage is around visibility. By actively tweeting, updating your blog or sending frequent newsletters, customers will get used to your tone, style and personality. They’ll grow their trust in you and your company, as well as know where you are when they are ready to buy. Make a habit out of sending regular tweets, and start to follow your customers. By following them, all messages they post on Twitter will be visible to you, and you never know, they may even follow back.

2. Engagement

Engagement is essential to maintaining customer relations. Customers can use social media to get in touch with queries, offer feedback or leave comments. A prompt response is highly regarded, because it shows you value their time, attention and opinions. Through effective and responsive engagement you can become trustworthy, crucial component of an effective sales strategy.

3. Keep new followers interested

Creating a conversation is important for building relationships. People share a lot of information, especially through social media. If you are attentive enough, and listen to what prospects are saying, you’ll be able to engage in a meaningful discussion with them. When you begin to earn a good following from your customer base you, should be working hard to keep them interested – and online conversations can help here. Groups in Linkedin provide a great platform. Simply by posing interesting questions that are industry related, you can kick off a week-long discussion among your customers and prospects. By acting as the host, fuelling great conversation, you can ensure that your community of buyers and future buyers feel connected to you and to your company.

Customers leave companies when companies fail to make them feel important, valued and wanted. The good news is that technology today, particularly social media, can make what was once a real challenge, an enjoyable and thoroughly worthwhile experience.

This was posted in Bdaily's Members' News section by durhamlane .