822: Your Competitors are after your Best Customer
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- DSR Live: 822
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YOUR BEST CUSTOMERS are the #1 target in your competitors' Sales Funnel.
Your competitors are doing everything possible to try and lure your best customers AWAY FROM YOU and your company. They have their business development mavericks going into your best customer's establishment every week offering them anything to get them to switch. Some of the largest distributors are offering 2, 4, or 6% of their weekly purchases if they would switch the business over to them.
Most DSRs and distributors take their best customers for granted. What are you doing to keep them?
Most distributors believe their best customers love them. They think that their relationship is so strong that those customers would NEVER think about changing to another distributor!
The PROBLEM with this thinking is that most distributors/DSRs are not proactively doing much of anything to make sure they keep and build the business they currently have. Just taking care of their customer service issues week-in, week-out may not be good enough!!
I learned the hard way...THINGS CHANGE...CUSTOMERS CHANGE...COMPETITORS CHANGE.
Action items that you should focus on today with your BEST CUSTOMERS:
- Make the necessary investment of: TIME - SERVICE - GRATITUDE. Do what you would do to secure new customers---show and help them MAKE MONEY.
- This means being available to your BEST customers WHEN THEY NEED YOU---and in this business, that's 7 days a week! You know your competitors would take their call any day and time.
- Show your appreciation to your Best Customers by taking your Sales Manager, VP, Owners, etc. to meet them and thank them for doing business with you and your company.
- Also set up quarterly "best customers’ meetings" with those customers and take different management (Transportation Manager, Credit Manager, Inside Sales Manager, Warehouse Manager, CFO, CEO, etc.) with you on those calls.
How does your company respond to after-hours situations that are pretty desperate? Like if a customer calls your company because two busloads of patrons just left their restaurant having wiped out most of its main inventory. How your company handles this will show you where your company needs work because the DSR and Distributor who make it the easiest to do business with, will earn the business.
Independent operators are in the service business. DSRs and distributors who understand the "service business," will earn the business.
DSRs, Be a Resource...and Sell Something!