Building Customer Loyalty through Value Adding Sales and Marketing Techniques

Delivering continued customer satisfaction through value adding sales and marketing techniques is essential to ensure that customers remain loyal to the product/service they enjoy. Ensuring customer satisfaction is no mean feat. In today’s business world, an increased buyers bargaining power now means that buyers have become increasingly knowledgeable about product choices, service standards and above all, customer rights. It then follows that exceeding customer expectations is a must do for any business that is serious about building customer loyalty.

Customers care about their own satisfaction than they do about the success or failure of the company. Simply put, without the customer there is no business, and to remain in business, their satisfaction is all you should care about. It is this satisfaction that brings about loyalty in the medium-long term.

So how do salesmen and marketers help build customer loyalty to the brand they represent? Below is a diagram of the “sales and marketing reward chain” that illustrates the reward process from the sales effort to customer loyalty.

 

 

The salesman engages the customer in a bid to sell the product/service; the customer then uses the product/service and enjoys value added. This value added is what then leads to customer satisfaction and subsequent repurchase. Repeatedly going through this cycle will lead to customer loyalty.

For the marketer / salesman to help build this value adding process, good selling techniques are involved. Good selling is providing the right product/ service to the customer. Having an effective selling strategy helps you to logically craft how to identify and manage the whole sales process.

As a general rule, you should try to create interest first in what you intend to sell. If you don’t believe in what company does, why work for them? If you don’t believe in a product/service, why sell it? If you don’t believe in yourself, nobody will. There’s nothing more embarrassing than a salesman who lacks product knowledge.  Above all, good selling is value selling. When a product purchased or service rendered exceeds customer expectations, value is received and customer satisfaction is guaranteed. In selling, always pinpoint the benefits derivable from a product to ensure the customer constantly enjoys this benefit.

Good selling should provide a suitable platform and mechanism for expressing customer satisfaction/ displeasure with a product/service. Customers must be allowed to enjoy value at every instance they come in contact with the company either through its products, personnel or service channels.

In conclusion, if the product offering is excellent and customer service delivery is superb, the marketer/salesman will have gained advantage delivering value to the customer. Based on value continuously enjoyed, satisfaction sets in; customer loyalty and trust become a reward.

Valentine Okolo

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