Salespeople in the world of online media believe that the more customers they get, the more money they earn. But is that really the case?
You probably offer a service or product where you have competition. Website development, online marketing, or building webshops, for example. You need to come up with a way to differentiate yourself from your competitors. No competitors? Then you can stop reading right away.
What does the customer think?
Your customer is the primary focus, because without customers, you make no profit. That is a given fact. A customer has a choice between various providers. Why would a potential customer choose you? I would like to refer back to an article previously written by Sander Geels: “You don’t always have to be consciously focused on selling. Your conversation partner appreciates it when someone thinks along with them. That is, after all, the added value of a good salesperson. As a salesperson, you must dare not to sell.” It is not about your product; it is not about your quote or appointment. It is about the feeling you give your customer. When you put the person (and their opinion and interests) in front of you at the center, instead of the product, you achieve a lot more than the majority of salespeople currently accomplish.
It doesn't all have to happen now.
It is very rewarding for an internet entrepreneur to pump a substantial amount of money into marketing. You build brand awareness, gain more customers in a short time, and see your revenue grow steadily—fantastic! You develop websites for SME entrepreneurs, and there are quite a few of them. However, you are noticing more and more that the sheer volume of clients is becoming your undoing. Your client contact is running less smoothly. You receive frequent calls but are at appointments with new clients, so when you return, messages pile up. The more messages you receive, the more resistance they offer. So you call the most important clients, and for the others, you think: if it is important, they will surely call later. Your employees are complaining about having too much work. You want to unburden your employees, but hiring people on short notice is difficult.
Next, one of your highest-paying clients comes to visit. When the client enters, there is already a grim atmosphere, even though you had actually been looking forward to the visit. “We trusted you, we thought you were a fantastic partner to work with. But you don’t call us back. Agreements are not kept, everything happens too late or doesn’t happen at all. It used to be different!” The client no longer feels appreciated, no longer feels important, and leaves. Several clients become angry, are unhappy that they started working with you, and your client base gradually declines. Word-of-mouth advertising is important, and a lot of news spreads via social media. There is a good chance that these kinds of actions are not doing your brand awareness any good. Due to a lack of time and overview, the work does not improve, and more and more unnecessary costs are incurred. You get caught in a negative spiral, and something must be done to prevent bankruptcy.
Customer quality assurance ensures long-term growth
You start a business and gradually acquire clients. The first clients are primarily people you know through your circle of acquaintances. Because you don't have many clients, maintaining contact is a piece of cake. The client's trust in you grows. You keep your promises, you maintain personal contact, and clients know they can rely on you; you don't disappoint them! Furthermore, their acquaintance is looking for a website, and you are the first one that comes to mind. Additionally, you launch a small advertising campaign. Along with the growth of your client base, you ensure growth in and for your employees. In this way, you can handle the client capacity.
The customer comes first, not the product. So when the customer trusts you throughout the collaboration, this only benefits your brand awareness. Revenue grows, your customer base grows… Quality trumps quantity.
The right combination of quality and quantity ensures unprecedented success.