Garage door industry magazine for garage door dealers, garage door manufacturers, garage door distributors, garage door installers, loading docks, garage door operators and openers, gates, and tools for the door industry.
Issue link: https://idoi.epubxp.com/i/216705
Las Vegas, April 23-26, 2014 ASSOCIATIONNEWS (continued from page 74) It's important to keep moving them up the brand ladder after that frst sale. Having spent the money to get the frst sale, you would be foolish to just say "thank you" and drop the ball. Then next step up the ladder is "loyalty." Loyalty means that you will be the frst choice for them and for family members who buy in the future. Do you think it happens automatically because they had a good experience with you the frst time they bought? Don't count on it. Remember that all of your competitors are still trying to get your customer's business. But you have an unfair advantage: They've bought from you. They've had a good experience with you. And if you played your cards right, you learned a lot about them and their needs. In that frst actual sales conversation, you asked lots of questions about how they would be using your product, who would be operating it, what it will accomplish for them... and much more. You know about their budget and spending habits. Now all future contacts can be tuned in to them 76 International Door & Operator Industry™ specifcally. You'll mail personally-addressed offers that talk about things that are important to them. In short, you'll be communicating one-on-one with someone you know well and who knows you. Your competition will still be talking in broad terms to the general public. If you do it right, you move them to the top of the ladder: Evangelist. They want to tell the world about the wonderful experience they had with you. And you know that a prospect that came to you as a referral from a happy customer is the easiest sale you'll ever make. My program at the IDAExpo™ is all about making that happen more often. Larry Mersereau is a professional speaker speaker and the author of four books on business growth. He'll be presenting the program based on his book STAND OUT! on Wednesday morning, April 23, at the IDAExpo™. It's a great way to start your trip to Las Vegas. For more information on Larry, visit his web site: http://promopower.com