Keep Customers Coming Back for More

Keep Customers Coming Back For More

Keep Customers Coming Back for More

At the heart of every successful business is a successful sales team. But what sets a successful sales team apart from an average sales team? A superior product? Leadership? Longer hours? The one thing all successful sales teams do is treat their customers with respect.

Salespeople take the time to listen and learn about their customers so they can provide appropriate solutions to their customers’ problems. When customers repeatedly experience this type of service, they create strong, positive associations with your business that, in time, lead to long-term success.

With a few key words and phrases, your sales team can begin to build the type of customer relationships found among the most successful businesses.


One of the biggest obstacles to sales is a lack of concern for the customer. Customers don’t want to buy from you when they feel like they’re just another sale. Customers want to buy from you when they feel that you want to help them solve their problems.

To gain a customer’s trust, first address your customers as “you” or, better yet, by their first names. That small word changes your encounter from impersonal to personal. It shifts your focus from talking about your product to talking about your customer’s needs. “You” is one sign that you have genuine interest in your customer.

“Let Me Show You”

Once you have begun a relationship with someone, your next step is to show how your product will solve the customer’s problem rather than give a summary of your product’s specifications. To put my own advice into practice, let me show you two examples to explain what I mean.

John, a potential customer, walks into a store, and Phil, a salesperson, greets him with “Hello! How can I help you today?” John replies, “Hello! I’m looking for a power drill.” The salesperson points to a drill and starts to talk about the drill’s 1/2-in. single-sleeve, keyless chuck; 24-position clutch; and 18-volt Lithium Ion battery.

Those features sound impressive to John, but he’s not sure what they all mean. After a few minutes, John thanks Phil and walks away. John leaves the store empty-handed because he has no idea whether the featured power drill would do the job he had in mind.

John goes to another store, where Annabelle, another salesperson, greets him. Annabelle asks, “How can I help you today?” John replies, “I’m looking for a power drill.” Annabelle asks John why he needs a power drill, and he reveals that he’s never owned a power drill and needs to buy one to assemble a shelf in his living room. Annabelle brings out the same product that Phil explained to John, but this time, she shows how this model can easily screw in all of the required nuts and bolts and will simplify John’s project.

One salesperson tried to impress John with technical terms and features, while the other showed John how to build his shelf with the right power drill.

Unless you can “show” how your product can solve your customer’s problems, your customer will not be interested and will go somewhere else where they can understand the solution to their problem.

“You’re Welcome”

Once you’ve formed a good relationship with your customer and shown the value of your product, there’s only one thing left to do: close the deal.

As excited as you may be with your customer’s interest in your product, you don’t want to make your customer feel pressured to make a purchase. Pressure to close the deal makes customers question your motives and feel less confident about their decision to buy.

After you’ve shown the value of your product, tactfully summarize why the product would satisfy your customer’s needs and ask them if they have any questions. Answer any questions they may have, and after they thank you, politely say, “You’re welcome,” and excuse yourself. If you’re on the phone, wait for a response rather than ask again if the customer is ready to buy.

“You’re welcome” shows your customers that you are confident in your product and that you are there to help them find a solution to their problems, not just to make a sale.

Let your professional character and quality product speak for themselves. Your customers will reward you for your excellent service and class.

Use These Words to Connect With Your Customers

People buy things from people they like and respect, and salespeople can make themselves more likable and earn respect through words. With words, you can articulate attitudes, emotions, and solutions. With the right words, you can transform your customer relationships and make your business truly successful.

Homer Wolman
[email protected]