Assessments
Now is the time to review your accounts and how you do business with them
Mary Yakas
Editor’s Note: At The Dental Advisor, not a day goes by without our phone ringing from a customer asking for the "best." As a dental publication that was designed after Consumer Reports, over the past 25 years we have learned one thing – the best changes from day to day. Providing relevant and timely information to customers is something we strive for. This series of columns will focus on how dental sales professionals can sort through the hype, learn more about what makes a product stand out, and most importantly, learn to educate their customer.
You’ve heard the words all too often these days. The economy is down. There is a lack of spending. The markets are skittish. To thrive in this type of environment, it is essential to change the way you look at things and gain fresh perspective. Everyone sets goals for their own success when the New Year rolls around. Have you spoken to your customers about their goals? Here in Detroit, one of the harder-hit areas in this economy, doom and gloom are a daily occurrence. Moving forward with enthusiasm and assurance that tomorrow will be better than today is the only way to remain viable.
Make a list of your top 10 customers or prospects. Determine what you have done for them lately. See if you can outline their goals without even discussing it with them first. If you were in their shoes (and you are to a certain extent), what would be important to you in an economy like this one? Assess your customer accounts for the following:
- Have they had more time to spend with you?
- Have they been lapse in payment?
- Have they expressed concern about their business?
- Have they asked for better pricing?
If any of the above answers are yes, then you are likely not doing all you can to educate your customer. If your customer has more time, review their organization, ordering habits, or suggest programs to acquire more business. If they have been lapse in payment, work out a budget for them and organize their ordering process. If they have expressed concern about their business, see if your business savvy can assist them. You are a salesperson; your skill in gaining new customers might be the information they need. If they have asked for better pricing, are they taking advantage of every special you have to offer? Are they ordering properly?
A down economy is a perfect time to review process. Reviewing process always leads to increased efficiency. If you don’t do it for your customer, then he or she will go to the first person who offers advocacy. You are the best advocate for your current customers. Show them your skills by retaining their business for the long term.
We welcome sales representatives reading First Impressions to subscribe or utilize our free basic subscription to THE DENTAL ADVISOR Online at www.dentaladvisor.com, just enter the promo code FIRSTIMP.
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