Adding Value Increases Customer Loyalty
Millions of words have been written about strategies and techniques on how to win new customers, how to increase profits and how to close the sale. But it’s important to remember that the process is not over when the sale has been made. Often, it’s what you say after the sale that endears you to the customer and adds more value. Recently I was reminded how effective it is to add value after the customer has purchased a product.
Value outweighs price
Two weeks ago I could not find cantalopes in any of the local grocery stores . . . that is, until I walked into The Fresh Market. There they were, even though small, they were rather expensive, but I was determined to buy one anyway. I picked up a cantalope and took it to the check-out counter. The high price was not an issue after the clerk at the counter said, “Oh, you are going to love this cantaloupe. It is so sweet and delicious.” Leaving the store, I felt good about my purchase. And – yes, the cantaloupe was sweet and delicious. Funny how price was overshadowed by what the store employee said and . . . how right she was.
Last August I went to a nearby vegetable and fruit stand and after picking out fresh tomatoes, peaches and corn-on-the-cob, I noticed colorful jars of homemade jams, jellies and preserves for sale. I began to think about my grandmother’s delicious homemade pear preserves that were a highlight of my summertime visits to her house. Just at that moment, I saw a jar of pear preserves (just one jar) on the shelf. I picked it up and took it over to the check-out counter and after handing my money to the woman behind the counter, it occurred to me that the price seemed a bit high. As if reading my thoughts, she said, “You are lucky! You got the last jar of pear preserves – there won’t be any more until next year!” The price was immediately not a factor. The value I felt I received far outweighed the cost concern. I was lucky enough to get the “last jar of pear preserves.”
Validate the Decision
Another good example of reassurance after a buying decision, which has probably happened to most of us: After reading an extensive menu in a restaurant and wondering which mouth-watering entrée to order and then finally making a decision – the waiter tells you: “You’ve made a wise choice. I had the salmon for lunch and it was delicious.”
I remember when I bought my first new car. Even though I was excited about buying the car and even though it was the car of my dreams, I was nervous about the purchase. The salesman seemed to sense my uneasiness and continued to reassure me after the contract was signed. He said: “You’ve made a good decision. This is the end of the model year and the price for this car has never been better. You will enjoy your new car – it’s perfect for you.” That reassurance was all I needed to feel much better about my decision. That – for me – increased the value of my purchase and I told everyone I knew about the car dealership that made the transaction a pleasant one.
About The Author
Ann Barr is a telesales marketing success coach with a passion for teaching. She loves helping people who are starting out in new telesales careers and working with experienced sales reps who are looking for new ideas and tips. In addition to presenting monthly e-classes, she writes and edits direct-mail marketing letters and emails for clients. Sign up today for Ann’s free Weekly Sales Tips and get marketing tips and ideas to increase your sales!
7 Responses to “Adding Value Increases Customer Loyalty”
Leave a Reply
Additional comments powered by BackType
Ann, for me — your point about validating the decision was a timely one. In fact, I related really well to your story, but didn’t until now realize it was his parting words that made me recommend the salesman who sold me my truck.
An unlikely purchase for a woman, I got a 4×4 – 5 speed fire engine red sports truck. Though I loved it and was feeling pretty lucky to have found the year model and price I wanted, he did tell me it suited me.
That one addition to his thanks and validation was all it took to make me recommend him to everyone in town!
Cenay Nailor´s last blog ..Create Posts That Engage Your Readers, Attract The Search Engines and Invite Comments
Cenay, thank you for sharing your experience – the purchase of your truck. It really makes a difference when the sales person validates our buying decision. We feel good about the experience and, as in your case, we spread the word about it. Word of mouth marketing: priceless!
Im thankful for the article post.Thanks Again. Really Great.
Shara, thank you for your comment. I’m glad you like the post.
Glad you like it. Thank you for your comment!
Very good blog post I love your site keep up the great posts
Kenneth, thank you for your comment. Stay tuned for the next post!