Last month, I saw a phone-company commercial offering a really great deal—in fact, the deal would have saved me more than $75 per month for the exact same service I have now. When I called the company to get the deal, they told me, "Sorry, sir. This promotion is only for new customers. Since you are already a customer, you are not eligible for this savings." I asked if they had any other programs for their customers who had been loyal to them over the years. And, of course, the answer was, "No, we do not."
As you can imagine, I was pretty disturbed, so I calmly asked to speak with a manager. I was transferred to a manager, and he told me the exact same thing. Instead of getting irate and demanding the same deal (I don't have the time or energy for that, not to mention that it's not my style), I decided that by the end of the next week, I would have a new provider.
I spent a few minutes making some calls and decided on a new provider. By Wednesday of the next week, my new service was installed and working fine. Now, over the next four weeks that followed, I received four postcards and two phone calls from my old provider asking me to come back. I thought to myself, "They just don't get it, do they?"
When you look at how much money this company spent on a national or regional campaign, the time their reps spent on the phone, the follow-up phone calls, the cards sent out, etc., you have to wonder if they really gained anything. This company is paying money to get new customers as well as to lose existing customers.
The point is this: value each of your customers. It takes time and money to get customers, but if you deliver, you can have a customer for life. The cost of maintaining customers should be very little compared to what is spent to get new ones. So take care of them, and don't push them out the door or give them a reason to leave you.
About the Author
Henry Pellerin is the president and founder of VantaEDGETM Inc. and co-author of The Strategic Selling Process. VantaEDGETM Inc. provides customized sales training, consultation, and facilitation services. Henry personally has had more than 17 years of experience in sales, sales management, and business development, and he shares his expertise with clients to help them receive the same results he has attained year after year.
You may want to sign up for the VantaEDGETM monthly sales tips newsletter, VantaEDGE Monthly, from which you'll receive valuable selling tips each month along with the special report "Avoid the Top 10 Selling Mistakes That Lose Sales." To do so, visit vantaedge.com. Henry can be reached at 864-254-9300 or via email at henry@vantaedge.com.
