According to Tom Cates, founder and CEO of The Brookeside Group, all customer relationships fall into one of three emotional categories:
1. Antagonism. The customer is fuming.
2. Neutrality. The customer feels fine about your performance.
3. Enthusiasm. The customer loves the job you’re doing.
Ideally we’d like all our customers to fall into that third emotional category. But what you might not expect is that the second category can be just as bad as the first category — if not worse.
When the client says things are “fine,” Cates says this is an indication that you’re probably behind the times. As he points out in the video below, you probably have untapped potential your existing client base, especially among those customers who feel “fine” about your performance. The problem is that most sales leaders don’t know how to find or access that potential.
If that’s the case, you need a process for deepening your client relationships and retaining them over the long haul. As Cates notes, someone is out there right now trying to build a better, more loyal relationship with this segment of your customer base. Next week, Cates will give advice on how to identify and save your most at-risk accounts in his presentation,”Interpreting the ‘F Word’ in Client Relationships” on Monday, April 8. Don’t miss it!
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