Sales Training: How loyal are your customers and how do you know?

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Customer loyalty is crucial for any business’s sustainability and growth. The loyalty of your customers hinges on two key things – their expectations and their experience with your company. The more you understand your customers’ expectations, the better you can cater to them to ensure their experience is satisfying, exceeding their expectations where possible. It’s essential to understand that customer expectations are rarely discussed or defined, leaving companies in the dark about what to deliver. In this sales training article we discuss how you can meet your customers’ expectations and provide an excellent experience to improve customer loyalty.

The first thing to understand about your customers is their expectations of your product or service. Your customers come to you with a specific need, and you have to deliver on that need. Ask your customers upfront about their expectations, and if they’re not sure or can’t articulate it, ask questions to help clarify. Once you know what they’re expecting, document it, and make sure everyone in your team understands it. This will ensure everyone is aligned and working towards the same goal, meeting your customers’ expectations.

The second thing to understand is your customers’ expectations of you and how you operate as an organisation. Your customers will have an expectation of how they want to interact with you, and it will differ from customer to customer. Some may prefer more frequent communication, and others may prefer to be left alone. You need to understand what your customers want from you and deliver on it. If your customers want more communication from you, provide it. If they want less, don’t over-communicate – it can do more harm than good. Struggling with the nuance here? Check out our Sales Training programmes for detailed breakdowns.

Once you understand their expectations, you have to deliver a fantastic experience. This experience is how your customers perceive your delivery of their expectations, and it can vary from performing the task itself to the way they interact with your team. It’s crucial to get feedback from your customers on their experience, even if you consider everything. You might be surprised by what they have to say, which is why it’s always best to hear it directly from them. This will help make improvements to your processes and ensure you’re meeting their expectations consistently.

Now that you know their expectations and have delivered an excellent experience, the final piece of the loyalty puzzle is to ensure your customers feel heard and valued. Thank them for their support and business in a way that feels genuine and personalised. Listen to everything they share with you, be it positive or negative, and don’t interrupt or get defensive. This shows your customers that you’re serious about meeting their expectations, and you value their feedback and opinions.

Meeting your customers’ expectations and providing a great experience is crucial to ensuring customer loyalty. By proactively discerning their opinions and experiences, you can cater your approach accordingly and exceed their expectations, helping to build trust and appreciation. Once you understand what they want, you can deliver on your promises for a positive experience and you’re on the path to building customer loyalty. Don’t forget to thank your customers for their business and show that you’re listening to their needs. These steps will help your business grow, drive greater customer satisfaction, and ensure that your customers continue to choose you as their preferred vendor.

Are your sales experiences not aligning with your expectations? Check out our comprehensive Sales Training and Sales Management programmes or get in touch with our team today!

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