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Turn Your Bad Client Still into a positive customer referencee
Usually, a business can easily identify their best customers in terms of relationships and noise level. The less they complain, the more likely they will be used as customer references. However, you may have a large pool of customers that may provide a large opportunity in terms of being an untapped reference base.
These clients may not be the friendliest or easiest to get along with. And your customer support team may cringe at the very sound of their names, but there is a reason they still buy your goods and services. If you can understand why they still utilize your services, you may have a new source of untapped references that can provide new customers a balanced review of your company and product.
As a Sales manager your job is to help identify ways to improve sales, and tapping the same customer over and over may not be the best strategy to increase sales. There may be an opportunity to identify some “bad customers” as a new area to tap into for new customer prospects. Transitioning a bad customer into a good reference may be a good strategy for businesses that may not have a great deal of clients.
Here are a few simple ways you can get started in identifying a new customer reference base.
1. Stop – Stop ignoring them and take notice of their order history. They may very well be one of your top tier customers based on the sales volume alone.
2. Look at your CRM - Customer Relationship Management system to see how many times these customers call in and research the issues they are calling in about. Compare their support calls to others to determine if there are issues with a certain product and fix it. If they buy your products and complain about them, there may be validity to their issues
3. Listen – Listen to their issues and identify the areas they are having the most trouble and offer to investigate and resolve them. Concentrating company resources on resolving their biggest issue can go a long way in terms of credibility and satisfaction.
In summary, if you take the time and look at your customer base, the perceived “bad customer” may easily be transitioned into a good customer reference with a little bit of attention.
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