Clients Forever

Carter, Doug; Green, Jenni
November 2004
Proofs;Nov2004, Vol. 87 Issue 5, p42
Trade Publication
This article gives advice on how business enterprises can turn customers into clients, a strategy called Clients Forever. The first step in Clients Forever is called Prior Presence. There are six steps for creating a powerful Prior Presence: knowing what is important, establishing a vivid understanding of you primary aim, establishing your life's operating principles, establishing your operating practices, defining your ideal client, developing a systematic plan to build a community of like-minded people. The next step in Clients Forever is the sales process, also called Conversion. This takes the place of the selling process that most salespeople are trained to conduct. Shift your focus from a sales process to a buying process by assisting the buyer to discover the connection between what they want and what's most important to them. In building Clients Forever, the third step is called Fulfilling the Impossible Promise. This is where everyone in the company makes a choice. This step is typically considered to be out of the salesperson's hands. That is an illusion. Any salesperson can have a profound impact on how his or her clients are treated. Step four is the after-sale relationship, or the Business Marriage. Keep contact with your clients by sending them personalized non-sales related cards, letters, gifts, clippings, or other relevant items at times they don't expect it. When the client continues to be a focus of attention--especially after the sale -- they recognize they are important to you.


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