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Want Loyal Clients? It Starts in the Buying Process

Client loyalty is tough to earn.

Fred Reichheld, author of The Loyalty Effect and creator of the Net Promoter System, found that most corporations lose 50% of their customers every 5 years, 50% of employees in 4 years, and 50% of investors in less than one year.

It's not surprising. It isn't easy to achieve the highest levels of satisfaction and relationship strength needed to keep clients loyal at a higher clip than average.

There's a lot of research out there supporting the link between overall client satisfaction after they buy and their loyalty.

It's not, however, just about what happens after the buyer buys. The RAIN Group Center for Sales Research has found a link between loyalty and satisfaction with the buying process itself.

Loyalty doesn't only come from the buyer's satisfaction with your product or service. Satisfaction before they buy is just as important.

"Loyals" are buyers who definitely or probably will not switch providers in the future. "Switchers" might, definitely, or probably will switch.

Satisfaction with the Buying Process Impacts Loyalty

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As you can see, the buyer's experience in the buying process is just as predictive of ongoing loyalty as product or service satisfaction.

So how do you ensure that clients are content with both the buying process and the end result?

You add value. And that is what insight selling is all about. 

Additional Reading
Infographic: 5 Sales Skills to Differentiate Your Team

In our recent Top-Performing Sales Organization study, we were particularly interested in the sales skills that stood out when sellers not only met their goals, but also believed their goals were challenging.

[New Research] Benchmark Report on Top Performance in Strategic Account Management

When we studied strategic account management in 2012, 59% of sales leaders believed there was greater than 25% revenue growth potential in their existing accounts.

In a separate, more recent research initiative, we found that the #1 priority for sales leaders in the year ahead is to increase business with existing accounts. We also discovered that Top Performers are nearly 2x more likely to be effective at maximizing sales to their existing accounts.

5 Essentials for Managing Your Sales Organization’s Talent

Attracting and retaining top sales talent is a huge challenge for many companies.

If you want to take your sales results to the next level, your organization must have the right people in the right roles, performing at a high level day in and day out. You also need the right management team with an effective process in place to ensure this all happens.

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