Best practices for capturing more government business!
by Mary Scott Nabers, CEO of Strategic Partnerships, Inc.
Many successful sales organizations have an important document called the Ten Commandments of Customer Service Success. Whether this list was developed based on customer feedback or keen insight into what makes for good partnerships, the instructions on it are intended to achieve a single goal – “the capture of more business.”
It doesn’t matter if a sale relates to a restaurant meal, a new car, software or a government contract, how customers are handled before, during and after a sale forecasts the future.
Keeping customers happy requires time and effort. Successful government contractors realize the benefit and work diligently to nourish relationships. Less experienced sales reps may make the grave mistake of forgetting decision-makers once a contract is inked.
Ninety-six percent of customers will not reach out to a sales rep with a complaint. That is unfortunate, because nine out of 10 unhappy customers with unresolved issues will take their business elsewhere at the first opportunity. On the flip side, the retention rate for customers whose issues are resolved quickly is 82 percent.
Unhappy customers make a point of telling up to nine others about the issue. Happy customers will tell approximately five people about their experience. It is critically important to remember that the impact of negative information has double the impact of positive information in making purchasing decisions.
Public sector environments are like small communities. Decision-makers in one state interact with decision-makers in other states on a regular basis. Perception is everything when it comes to building credibility and successful careers.
The following list should serve as a critical reminder for busy sales reps:
- Be as good a listener as you are a talker: You want to communicate your value proposition, but listen carefully to what every customer needs before trying to pitch a solution.
- Stay in touch…even where there’s no deal pending: This is true for prospects and existing customers. Reaching out and building relationships is the foundation for future success.
- Keep a contact log: Track what you are doing to build relationships. Check your log regularly and make sure you are initiating enough outreach. List the date, subject, action and response.
- Keep your word: Complete action items by the assigned date and end meetings within the scheduled time. In general, always do exactly what is promised. This is how credibility is built.
- Say “Thank you!” Whether you just completed a five-minute phone meeting or a $5 million dollar sale, saying thank you is important. Say it on the phone, say it in an email and find other ways to communicate it as well. These additional touch points are often overlooked…but it is things like this that people remember.
- Survey customers: Customers who are hesitant to openly discuss an issue may not be so shy with an anonymous, online survey. Find creative ways to work with surveys.
- Know every competitor well! Make sure you know as much as possible about all competitors. Be prepared to compare and contrast with facts and not opinion!
- Everyone is in sales! Make sure others you work with are able to carry on a casual conversation about your offerings. All of the calls and inquiries will not reach you.
- Share what you know: Use every client interaction as a learning experience. Share the insights with your co-workers and sales team. The more knowledge you share, the better your organization becomes.
- Create a Top Ten list! Collaborate internally and ask customers for feedback. Make a list of the top critical comments and suggestions. Find remedies quickly!
Mary Scott Nabers is president and CEO of Strategic Partnerships, Inc., a 15-year-old procurement consulting and procurement research firm headquartered in Austin, Texas.
