Notice the play on words in the title. This is a chapter title from my new book "How To Be A Sales Superstar." The idea of this chapter is to concentrate on your existing customers. Often salespeople and businesses spend so much of their budgets and time on conquest customers. However, the real gold is in your exisitng customers. Look at who bought from you int he past and who brought you to where you are.
I would invite you to identify the top ten percent of your customers. Your top ten percent will often provide the majority of your income, referrals and goodwill. What are you doing to reward these customers? What are you doing to create a continuity program that allows them to do business with you continually and more often? Create a broad based VIP membership program that rewards your best customers the most.
Also, invite all of your customers into your program and create a model of acension. By nature, the ego of your customers will often drive them to want to ascend the ladder of your VIP program to higher levels of recognition and rewards. Your customers like to get added value even more than they want initial discounts. Creating VIP programs allow you and your business to create an apple to oranges buying experience based upon value rather than price. When customers are faced with making a decision where all things are equal, price becomes the final decision. Your VIP, memebership and rewards programs reduce the influence of lowest price.
Mark Tewart, the author of "How To Be A Sales Superstar" - www.marktewartlive.com
www.tewart.com - www.viptewart.com - www.marktewart.com - www.howtobeasalessuperstar.info