Loss of loyalty happens over time, and addressing the core causes can take time, too. Nonetheless, there are immediate steps you can take to move away from the “single sales rep as the star” model and begin transferring customer loyalty back to your company and brand.
Create a strong, involved account team.
Whether your team is two or 20, the key point is that your team needs to be more than one sales rep. Be sure that each team member has a meaningful role, so that each contact provides customer value and doesn’t simply take up time. Make certain to prescribe the amount of contact each member has, and measure it.
Ensure executive involvement.
Every client feels important when they get attention from the top (or near it). Create regular opportunities for client face time with your business and sales leadership at road shows, field visits, VIP meetings or even phone calls and emails.
Establish an intentional, consistent, direct communications program.
The sales rep is there primarily to sell, not inform. It’s up to you to directly communicate about your company to your customer. Keep them up-to-date on your vision, growth, hiring, new products and initiatives — all the things that create awareness and shape perceptions.
Create an account plan. The ultimate customer relationship is one trusting enough that joint strategic planning takes place regularly, in which you work closely to review the relationship, evaluate performance, and look ahead to identify areas that can be mutual wins. Short of that, your account team can still make its own plan, informed by your multiple customer contact points, and focused on a customized approach to serving their specific needs and goals.
Bob Domenz is the founder and CEO of Avenue (avenue-inc.com).
