By Ann Barr

Developing and building a loyal customer base is one of the keys to success in sales. If you sell consumable products, you know that competition has increased dramatically with the growth of the Internet. If you watch television, you have probably noticed that discount warehouses are advertising more and more frequently, using some very clever commercials. It has become difficult for small businesses without a big advertising budget to keep customers. But there are ways to keep a loyal customer base without spending a fortune on advertising.

A recent marketing study found that 27% of customers switched vendors because their sales representatives lost touch. The expression, "Customers don’t care how much you know until they know how much you care" applies here. You may know everything there is to know about the products you sell. You may have sales skills that are second to none but unless you keep in touch with your customers on a regular basis - and until you let them know their business is important to you – your product knowledge and sales skills alone will not keep customers on a long-term basis.

If you sell consumable products or a service that people buy on a regular basis, there are ways to let customers know you care very much about their business.

Two Examples
Leslie, a very successful sales rep in Amarillo, Texas who sells office equipment supplies, lets her customers know she cares about their business. In addition to contacting customers on a regular basis, there is one sentence that communicates Leslie’s concern about their needs. As she calls to check on her customers’ supplies, she says: "I worry about your supplies, so you don’t have to."

It was interesting to read about a similar situation in the book "Fired Up!" by Michael Gill and Sheila Paterson. They wrote about Jim Brewster, an entrepreneur who built a successful printing business. Brewster says: "At three o’clock in the morning, I’m often worrying about some customer’s job. And my customers know it, which means they can get a good night’s sleep when they give me a job."

How to Say it
How can you let customers know you are thinking about them and communicate your concern about their needs? Here are suggestions for words and phrases to use:

l "Since you haven’t ordered cartridges for your printer since November of last year, I’m concerned that you may run out of toner. Shall I send your usual order of six?"

l "Your maintenance agreement is about to expire and I want to make sure your copier is covered, in the event you need service. Shall I fax the renewal form for your signature today?"

l "I thought about you today when our monthly specials were announced. Since you use these cartridges on a regular basis, it would be a perfect time for you to stock up. You will save six dollars per cartridge when you order this month. Would you like me to put aside three for you?"

Let Them Know
If you worry – or are thinking - about your customers, make sure they know it. There is nothing customers love more than hearing that you are thinking and worrying about them. Customers who feel cared about are not as likely to switch suppliers.

Ann Barr is a consultant and sales trainer who presents Sales seminars in the U.S. and Canada. ENX readers can get a complimentary e-mailed copy of her report: 64 Ways to Increase Your Sales by subscribing to Ann’s free e-mailed newsletter Weekly Sales Tips. E-mail your name to: annbarr@sellingsupplies.com with "Sales Tips"

in the subject line, or visit Ann’s web site: www.sellingsupplies.com