Combining new lead generation with existing customer retention is the cornerstone of your long-term business success.
on their mind, so you can better serve them. This soft-sell approach is a great way to build credibility. • The hand-written note is not dead — It's very much alive and appreciated! In this age of hyper-convenient email and instant messaging, a hand-written note will make you stand out. You simply can't duplicate that one-to-one feeling with any other communication tool. Sometimes, it's the more personal and
traditional touch that means the most to people, as many customers are still very impressed with a salesperson who has taken the time to write a note instead of sending an email. For a greater impact, make sure that you mention the product
they purchased in your note. Remember to include a business card, even if you've already given one to the customer in the past. • Don't forget about parts and
service. Though retail sales are beginning to
grow again, many consumers are still reluctant to invest in new products, electing to repair their existing equipment instead. Positioning your dealership as the go-to contact for repair and maintenance work and providing a high level of customer service will help build loyalty and, more importantly, drive incremental parts sales. Combining new lead generation with existing customer retention is the cornerstone of your long-term business success. A customer's loyalty is earned —
not granted. Turning one-time buyers into lifelong customers and getting referrals starts with your commitment to a consistent, meaningful, nurturing strategy designed to foster credibility, trust and confidence. Diligence is the only path to ongoing sales growth.
Bob McCann, a 20- year sales education veteran, is the author of the nationally recognized e-business sales method known as TIPS (Traffic, Interactive
Website, Process, Sales). As Director of Education at ARI, McCann has developed proven e-business sales processes to support the company's growing list of dealer and manufacturer clients in the outdoor power equipment, powersports, marine and RV industries. McCann can be reached at (877) 806-2150 or mccann@arinet.com.
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