Dear sales professionals, it is widely recognized that commercial success is largely based on the quality of customer relationship. A recent study by Salesforce highlights this reality, indicating that 88% of customers consider that the experience provided by a company is as important as the products or services it offers. In this article, we'll dive deeper into this critical topic, look at its various facets, and understand why it's an essential part of any successful business strategy. Today, we are going to dig into this subject.
You already have your files from prospecting ? Perfect! Now, the aim is to create a strong bond with these prospects. Are you wondering why?
It's simple: a relationship of trust significantly increases your chances of conversion.
Moreover, the Harvard Business Review indicates that 64% of customers who have a strong relationship with a brand cite trust as the main factor.
Make your prospect feel understood and valued. This creates fertile ground for the trust. And the trust, believe me, it is the number 1 lever for turning a prospect into a customer. According to a study by PwC, 73% of consumers say that the quality of customer experience is an important factor in their buying decisions.
Interact with your prospects. Don't just talk to them; listen to them. Use tools like our SaaS service to prioritize your calls and focus on the most qualified leads. According to InsideSales.com, 50% of Sales Go to the seller who answers first.
The first rule in communication, it's about being clear and direct. When you call cold, you have no time to lose. Be concise, to the point, but always be courteous and professional.
Don't send stereotypical messages. Personalize your interactions. Offer valuable content that meets the specific needs of your prospect. This is what will make the difference between a prospect who hangs up and an interested prospect.
You can have the best product in the world, but if you don't have solid relationship With the prospects, the Sales will never take off. Statistics show it: 80% of Sales require 5 interactions that are followed before concluding. So, you might as well make these interactions memorable and constructive, right?
In a world saturated with information and options, the trust is a rare and precious currency. When a Prospect trusts you, he is more likely to listen to your proposals and to make a purchase. It's a virtuous circle: the trust Leads to the vending, which builds trust, which facilitates future sales. According to Nielsen, 92% of consumers trust recommendations from loved ones more than any other form of advertising.
Let's take two approaches: that of the “robot salesman” who follows a script to the letter, and that of the “advisor” who takes the time to know the needs of the prospect. The “robot seller” may be an immediate success, but what about Sales in the long run? The “counsellor”, on the other hand, builds a relationship Which translates to Sales recurring and increased loyalty.
Use tools like our SaaS service Cold CallinOptimized g is not cheating. On the contrary, it allows you to focus on the essentials: the relationship. Let the machine handle the repetitive tasks and focus on creating authentic relationships.
Once you've earned the trust of your prospect and closed a sale, the work doesn't end there. In fact, that's where the second inning starts: loyalty. For every euro invested in the fidealization, you can expect a much higher return on investment than for the acquisition of new customers.
A loyal customer doesn't just come back; they also become an ambassador for your brand. Word of mouth is still one of the most effective marketing channels. According to theAmerican Marketing Association, customers acquired through word-of-mouth spend an average of 200% more than others and make twice as many referrals.
The virtuous circle of Loyalty
Think of loyalty as a virtuous circle. A satisfied customer comes back, which increases your turnover without having to spend on acquisitions. This satisfied customer also talks about you, which brings new patrons at no additional cost.
To understand the impact of loyalty, you just need to look at the numbers. According to a study by Harvard Business School, increasing customer loyalty by 5% can increase profits by 25-95%. It's colossal!
A loyal customer is like a salesperson who works for you for free. It saves you time, reduces your acquisition costs and increases the lifetime value of your customer portfolio. In short, it's a growth multiplier that you don't want to ignore.
So, let's recap. Establishing a solid relationship with your prospects is not a luxury, it is a necessity. According to Forrester, Dedicated customers are willing to pay 50% to 200% more to stay with your brand. To maintain this loyalty, your business must master the discipline of customer experience, which requires a shift from a “silver bullet” mindset to an effort of continuous transformation.
This directly influences your sales and your ability to retain your customers. And don't forget, loyalty is the holy grail of salespeople. Use effective communication techniques, provide value, and be authentic. That is the recipe for success.
If this article was helpful to you, you should also read our article on 10 Expert Tips to Optimize Your Lead Management
