Who We Are
Board of Directors
News & Media Centre
Become A CSP
Why Hire a CSP?
Certify Your Team
How to Keep Your Customers Coming Back
Apr 7, 2016 | The Canadian Professional Sales Association
<a href='/resources/search/?query=sales opportunities'>sales opportunities</a> | <a href='/resources/search/?query=repeat business'>repeat business</a> | <a href='/resources/search/?query=repeat customers'>repeat customers</a> | <a href='/resources/search/?query=customer delight'>customer delight</a> | <a href='/resources/search/?query=service'>service</a> | <a href='/resources/search/?query=client'>client</a> | <a href='/resources/search/?query=reward'>reward</a> | <a href='/resources/search/?query=incentive'>incentive</a> | <a href='/resources/search/?query=satisfaction'>satisfaction</a> | <a href='/resources/search/?query=retention'>retention</a> | <a href='/resources/search/?query=customer'>customer</a> | <a href='/resources/search/?query=repeat sales'>repeat sales</a> | <a href='/resources/search/?query=loyalty'>loyalty</a>
We all have a favourite customer: the one who studies every offering and demonstrates their loyalty with repeat purchases. Often, they start off by trying one product and become so enamored that they end up buying even more complementary items than they had originally intended.
These loyal members of your tribe act differently than those who are on the periphery. There is much less effort and upselling involved with customers who repeatedly buy from you than there is with casual customers who make infrequent purchases.
Keeping that in mind, what if you were able to convert more of your casual customers into faithful fans? The benefits would be extensive. First of all, there would be far less pressure on acquiring new customers. Your existing customer base would also drive more continuous revenue. Here are some ways to instill trust in your customers such that they will dependably turn to your company whenever they need a solution.
Add Value by Proposing Upgrades
Your customer has purchased an introductory item that meets a specific need at a relatively low cost. Rather than having them walk out the door for good, why not provide further value by suggesting an ancillary product or service? If they bought a piece of technology, for example, then upgraded hardware or peripherals can really augment the utility of their original purchase. You can present case studies of how users have taken advantage of their purchase to do this. Moreover, be sure to demonstrate the contrast between their current setup and a more desirable, advanced implementation. This will help them realize the advantages of increasing their spend.
It is easy to get carried away with recommendations, though. Always make certain that the upgrade path you suggest actually makes sense for the customer’s needs. Similarly, the options you present should create repeatable sales opportunities. As the customer begins to realize the added benefits you’re offering, you can propose more lasting and exclusive options such as subscription packages and membership reward programs. For example, by guaranteeing membership discounts you can simultaneously enhance the client’s experience while collecting their business on a more continual basis.
Show off Your Product Line
Amazon is masterful at cross-selling. They gather a great deal of information about your buying preferences and habits, and then at strategic moments they present similar options or accompanying products that would complement your previous purchases.
Your organization may not collect similar depths of analytics data, but utilizing information about your customers’ profiles and providing appropriate cross-selling pitches at the appropriate times can open up new product options that the customer had not considered previously. For instance, if a person bought a new gaming system from your store then comfortable entertainment chairs could be presented as part of a follow-up process within a few days.
One way to determine which of your products are complementary to another is to look at your product portfolio and see what customers tend to buy together. If you notice a conclusive trend, integrate those products into a timely and systematic pitch for the buyers who would benefit most.
Provide Robust Services
If it is beneficial for a product to be supported over time with additional services, sell high value-added services to augment the product. When executed properly, this can become a recurring revenue model (monthly or annually), depending on the sophistication of a product.
B2B software vendors like to add support, training and/or consulting services to their software sales to help their users enjoy the most benefits from their tools. Some organizations, including Apple, provide free training classes to their customers. These lessons serve two purposes: 1) they keep the customers coming back into the store, and 2) they allow the sales reps to upsell brand new items.
Whether you use your service options as direct revenue or indirect incentives to foster relationships, you can always build new opportunities into each sale. Your sales and marketing efforts will consequently become more streamlined as your repeat customers grow increasingly familiar with your offering each time they return.
The only thing limiting your opportunities to gain repeat sales is your own creativity. Examine your current casual customer base. What do they typically buy? What problems are they trying to solve? Once you have some answers, formulate some sensible and valuable ways to employ the aforementioned strategies.
Ultimately, your customers will benefit from having you as a one-stop shop for meeting their needs. As they grow to understand your business, they will be much less likely to explore your competitors in the future – especially if they are also receiving membership benefits or rewards incentives on top of enjoying your great services.
About the Canadian Professional Sales Association
Since 1874, we’ve been developing and serving sales professionals by providing programs, benefits, and resources that help you sell more, and sell smarter.
Contact us today at
or 1-888-267-2772 to see how we can help you and your team reach new heights in sales success.
Copyright ©2013 by The Canadian Professional Sales Association
For permissions, contact
4 Customer-Retention Myths
Protect Your Customer Base: 3 Strategies for Retaining Your Most Profitable Accounts
Keeping Your Clients Loyal - Nine Questions You Need Answered
About the author:
<div class="col-sm-6 col-xs-12 recommended-resource tall-image "><div class="recommended-resource-image-container" style="background-image: url('https://www.cpsa.com/images/default-source/default-album/hiring800x450.jpg?sfvrsn=0');"></div><div class="recommended-resource-info"><span class="cat-title">Sales Leadership</span><a href="/resources/articles/does-your-sales-hiring-process-turn-off-the-best-candidates">Does your Sales Hiring Process Turn Off the Best Candidates?</a><div class="resource-meta"><div alt="Article" title="Article" class="kc-icon article-icon"></div>Jul 4, 2017 | Canadian Professional Sales Association </div></div></div><div class="col-sm-6 col-xs-12 recommended-resource last nli tall-image "><div class="recommended-resource-image-container" style="background-image: url('https://www.cpsa.com/images/default-source/default-album/top-tips-increase.png?sfvrsn=0');"></div><div class="recommended-resource-info"><span class="cat-title">Training & Resources</span><a href="/resources/articles/top-tips-to-increase-your-sales-team's-effectiveness">Top Tips to Increase Your Sales Team's Effectiveness</a><div class="resource-meta"><div alt="eBooks & Whitepapers" title="eBooks & Whitepapers" class="kc-icon ebook-icon"></div>May 16, 2017 | Canadian Professional Sales Association</div><div class="nli-icon"><img src="/ResourcePackages/CPSAPortal/assets/icons/circle-lock-sm.png"></div></div></div>
Join The Discussion
comments powered by Disqus.
Does your Sales Hiring Process Turn Off the Best Candidates?
Jul 4, 2017 | Canadian Professional Sales Association
More Than Just Money: How to Compensate and Motivate Millennials in Sales
Jul 4, 2017 | Canadian Professional Sales Association
Generating Big Sales with Content and Social Media Marketing
Jun 26, 2017 | Canadian Professional Sales Association
LinkedIn Leads: Ways to Drive More Engagement
Jun 21, 2017 | Canadian Professional Sales Association
Top Tips to Increase Your Sales Team's Effectiveness
May 16, 2017 | Canadian Professional Sales Association
How to Sell to Anti-Social Leads
May 9, 2017 | Canadian Professional Sales Association
Key Findings from the CPSA Compensation Reports
Mar 16, 2017 | Canadian Professional Sales Association
5 Characteristics of Successful Salespeople
Aug 16, 2016 | Canadian Professional Sales Association
How To Become A Social Selling Star with Sarah Zeldman
May 16, 2017 | Canadian Professional Sales Association, Social Media & Tech Series
How to do a Better Job Retaining Women in Sales
Jun 2, 2017 | Canadian Professional Sales Association
Linking Performance with Payment: Sales Compensation
Jun 19, 2017 | Canadian Professional Sales Association
Webinar - Top Tricks to Use Social Media for Prospecting
Jun 19, 2017 | Jamie Jackson
Inspiring, informative articles. Direct to your inbox
I consent to receiving email communications from the CPSA regarding association or partner news and special offers. I may withdraw my consent at any time.
Copyright 2017 CPSA
Copyright 2017 Canadian Professional Sales Association