Yesterday, I got hired to deliver a keynote speech in Minneapolis, Minnesota.
The close was incredibly smooth. Karen, my primary contact at the organization, seemed to recognize my name. She was almost instantly confident in my ability to engage an audience with entertaining and educational content.
Best of all, Karen seemed to understand why I charge so much for my speaking services.
It was as if she knew me–because she did.
Karen hired me to speak eight years ago.
That first event went very well and the reviews were fantastic. I had continued to send her my Monthly MashUp newsletter through the years. She seemed up to speed on my current reputation and new keynote topics.
Although my speaking fee has more than doubled since 2008, Karen was eager to work with me again, so the deal came together pretty quickly.
Repeat sales don’t happen by accident
It almost always costs less to generate a repeat sale than it does to find a new customer.
Repeat sales are also wise investments because they increase the likelihood of quality referrals. Here are 5 Cool Ideas for repeat sales.
1. A communication system guarantees the customer’s attention.
Stay in the forefront of the customer’s mind by establishing a communication system. The system should be consistent, easy to administer and customer-friendly.
Provide compelling and interesting content in your newsletter, updates and social media posts.
Use customer relationship marketing (CRM) software such as SalesForce or Infusionsoft to keep you on schedule. A database can help you capture important details that will serve the relationship. Whatever system you use, keep track of your customers’ hobbies and the names of family members.
A database is only as good as the data. Keep your software updated and do regular back ups.
2. Use each subsequent sale to add depth and dimension to the relationship.
It’s human nature for a salesperson to develop a sales routine and stick with it. Yet fresh dialog and new interactive scenarios spur repeat sales. If the first sale occurs because of a telephone call, try to close the second deal via email. If the second sale happens due to customer satisfaction, try to get a couple of referrals as you close the second time.
The third sale occurs because you and the prospect discover that you have mutual friends. If so, start asking about where the customer goes to church and socializes. Don’t just recycle the same conversations. Dig deeper and make more connections, always with tact and organic conversation.
Always have something new to sell
3. Be prepared to answer the question, “What’s new?”
Back in the day, my brothers and I toured the country in a rock band. We were cleverly named, “The Caruso Brothers”. Watch one of our videos here.
While in the music business, we learned that the top music acts seldom went on tour without a new product.
A new collection of recorded material, for example, generates a press release for newspapers, radio and the music trade. These tours actually became newsworthy because of the new product. Always have an exciting answer to the customer query of “What’s new?”
4. Adjust your own sales cycle.
How often do your customers purchase? Computer companies want customers to buy the latest and greatest. Some brands stop servicing older models and regulate the availability of replacement parts. Find ways to increase the frequency of purchases, but never take advantage of your customers.
5. Different modes of communication help you sell in different ways.
Use a wide variety of communication, including personal visits, e-mail, phone calls, outgoing voice-mail messages, your recorded voice mail message and had written thank-you cards.
Few people communicate by fax anymore, so that modality is a great way to get noticed. Try sending a fax once in a while and see what happens.
Write your message on balloons, newspaper articles, postcards and paper restaurant menus. I once closed a deal by writing this promotional message on an airline airsickness bag: “You’ll be sick if you miss this great opportunity.”
Want more info?
For more tips for getting repeat sales, read “You’re All Set” Makes for Terrible Customer Service (blog article) or listen to Selling More, Better, Faster (audio program).