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Selling is about getting customers. • Servicing is about keeping customers. • The two are equally important – two sides of a coin.
Servicing • You are the unique competitive advantage. • Set servicing and business increase goals. • “You never ‘close’ a sale; you open a long-term relationship.” Dennis Waitley • Which order is the most important one, first or second? • Tangibilize • Send notes, cards, small gifts, (not just e-mails) etc.
Servicing • Always say “thank you” memorably. • Don’t forget anyone (review your account list regularly). • Always present new ideas. • For increases • Pre-sell • Set up renewals with increases. • Handle complaints immediately and honestly (see them as an opportunity to prove how good you are at servicing).
Servicing • Outrageous service makes customers raving fans – who will tell others. • Horrible service makes customers raving mad – and they will tell five times as many people how awful you are as raving fans tell others how great you are.
You and your relationship, based on trust, is the most important element in creating value for your company and keeping business.