I recently facilitated a group coaching call that was comprised of Vice Presidents of Sales and small business owners.
I asked everyone how they felt (as customers) when . . .
Their cellular company offers a really cool special to new customers and existing customers get nada.
Their cable company does the same thing or worse yet . . .
They both offer something really cool to someone to come back to them and meanwhile people who were loyal all along get, wait for it . . .NOTHING!
Needless to say, this comments struck a nerve with my participants.
Then I dropped several bombs!
I asked if any of of them had ever . . .
Run some kind of “end of month” special to land a new client but existing clients were given nothing
Let a prospect negotiate the pricing lower than what existing clients were paying
Let a prospect negotiate some kind of “extra” that existing clients weren’t getting
You could have heard a pin drop when I followed up with “How is this different?”
I didn’t stop there . . .
I asked if anyone was giving away free webinars as a lead gen tool.
A few people proudly admitted that they did this.
I asked what kind of webinars existing clients received.
The call went silent again.
Here’s the thing . . .
Sometimes, our priorities need a course correction.
It seems that we are so busy doing whatever it takes to land new business, that we completely disrespect those who enable us to put food on our table.
A few thoughts on how I run Castain Training Systems
I don’t offer new clients better deals than existing clients.
My existing clients get special links to my online programs and they pay less than you would. Tough sh*t, they’re my clients, they get preferential treatment!
I don’t negotiate! Never have in the 4 years of owning my business.
Why? Because it’s disrespectful to my clients who pay full price. And ALL my clients pay full price!
Everyone is offered an equal opportunity to reduce their rate. It’s called “volume”.
I’ve lost 2 deals in 4 years and my clients love that I don’t reward better pricing based on one’s ability to negotiate.
I’ve given 1 free webinar away to the general public and to keep it fair, I gave one away to my clients too.
My clients get ideas and resources that I don’t offer the general public. Why? Because they’re my clients. Again, tough sh*t if that doesn’t sit well with you.
My clients get access that I don’t offer the general public and . . .
I make it very clear to them that as much as I enjoy new business . . .
THEY are the ones I am loyal to because . . .
They’ve been loyal to me!
This may sound corny but do you remember that scene at the end of Jerry Maguire when Jerry gets that hug from his client?
I strive for the “Jerry Maguire hug” with my clients and I get them too!
You’ll never get that kind of love and loyalty by treating prospects better than clients!
Want your clients to love you?
Stop showing them that you love everyone else more!
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