How and why do you lose a customer?
What happens when the sales force is not guided by a focus on customer purchase time?
Professional salespeople on a sales team need to get used to hearing a significant number of NOs.
Unlike what most people think, there is no formula or statistic that proves that after a certain number of NOs, a sale takes place. It just doesn’t exist.
It is not always possible to win all customers and, no matter how high the closing power of a sales team is, NO is part of the day-to-day life of salespeople.
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Is it possible to reduce the number of rejections in a company? Or will this number always be the same? After all, why do you lose a customer?
The number of NOs a sales team receives can be reduced simply if we have the ability to understand the mistake and avoid repeating it again. This is the first step in understanding why a customer is lost.
See more tips on how and why to lose a customer in the next threads of our post.
Why you lose a customer: the top 4 reasons
Another very important step to increase the closing rate of a sales team is the constant training of salespeople. This is the second step. People have no idea how losing a customer for lack of staff training is common.
A sales team made up of professional salespeople knows that improvement is the key word in sales. Being aware of changes helps to know the tools that can help sales.
Thinking about it, have you ever stopped to think about what are the most mistakes made by the sales team that cause salespeople to lose sales?
1. Treat the sale as a given.
When does the sale take place? When the customer says yes, or when the contract is signed and everything is in order for the delivery of the product (or execution of the service)?
Obviously the second option is correct. A customer who says he will close has not yet closed. A customer who says it is closed has not closed either. A customer who sits in front of his contract and doesn’t sign it hasn’t closed the contract either.
It is important to keep this in mind as the sale only takes place when the contract is signed.
Otherwise, the seller hasn’t sold yet and believing this is one of the most common reasons a customer is lost.
Overconfident sales teams have a bad habit of taking the customer’s word for it if they get too confident about the sale and end up losing because of it.
This is more common than you think. First, because every salesperson loves to sell and to hear from the customer who is going to buy is a reason to be happy. Second, because many times after a salesperson hears this, he/she settles down and forgets to take care of the customer, opening a gap for the competition.
The sale does not take place at the time of the SIM, but at the time of signing the contract or payment.
Remember this the next time your sales team says they sold something, but you don’t have the deal.
2. Is the sales process owned by the customer or the company?
Have you ever stopped to think that each customer – whether B2B or B2C – has a different purchase moment?
People and companies are not the same. So, how do you want to fit the internal processes of each one within the standardized processes of a company?
Yes. It is necessary to understand how to create a well-defined sales process within companies. However, at the same time, this process cannot interfere with people’s internal processes.
We are facing a repetitive error by the sales team . Often, the seller believes that the negotiation is at a certain stage, according to the company’s internal process, while the customer is at another stage of the sale.
There is a mismatch between the minds of customers and what the sales team believes, and this is one of the main reasons why you lose a customer. That’s because what for the sales team can be a buying signal, for the customer can be just a question that was not clarified in the presentation.
Before moving on to the next stage of the sale, be aware that the customer is prepared.
This should be a concern of the entire sales team to increase results.
The sales process needs to be in harmony between customers and the sales team
3. The seller gives up trying until the end.
When is the right time to stop calling a client and asking about a proposal, or asking about the date of that meeting they canceled?
When should the sales team give up on the customer, because they don’t want to buy, or because they always come up with an excuse?
The truth is that, until the customer makes it clear that he no longer wants to talk to the company and the seller, the contract must exist!
But that’s not what happens. When a sales team thinks a customer has lost interest in the product or service, they simply drop the customer. They don’t care, don’t ask if there’s any doubt, don’t try to arrange a second date. Of course, with this behavior, it’s easy to understand why a customer is lost.
With this, even if the customer was interested and just needing more time, the company loses the chance to sell.
Always keep in touch with the customer until he makes it clear that he has lost interest in your business.
It may seem like the sales team is picking on the customer, but when the customer is interested, they’ll be pleased to know they’re remembered.
4. Finding the customer doesn’t exist after the sale.
After the sale is made, the customer is forgotten.
Only he should receive the same attention he received before buying. It’s not because a customer has bought from a company that he doesn’t need attention anymore.
After-sales needs to be a stage of the sale very well worked out by the sales team. Therefore, the customer needs to remain the center of attention.
When the sales team forgets about the customer after the sale, he feels abandoned and believes the company just wanted to take his money. Of course, this is another reason why a customer is lost.
When the sales team engages with itself after the sale, they are working on something more important than a sale: a relationship.
Don’t miss the opportunity to build relationships with your customers.
That’s exactly what will make him keep buying, then, there’s no way to lose a customer, if the relationship is maintained.
A sales team cannot forget about their customers after the sale
Practice leads to perfection.
Thus, the more adjustments the sales team makes to mistakes, the closer it gets to becoming a team of excellence. The more you fix flaws, the more a team grows and their attitudes directly influence the final result.