"Annual or periodic client reviews provide a valuable tool for looking at the activities of an account, an industry in general, competitors, company strengths and weaknesses, and so on," says Alessandra.
"This special meeting will give you feedback about your customer's level of satisfaction, and provide an opportunity to introduce new products or services. It will also convey that you care, and strengthen the trust bond between you."
To set the stage for an effective meeting:
- Arrange a breakfast or lunch meeting at your customer's convenience.
- Select a place that is well-lit, and conducive to conversation.
- Invite all the necessary participants on the account. If there are two buyers, invite them both.
- Bring all records necessary to discuss the previous year's business.
- Allow an adequate amount of time for the meeting.
- Be prepared and organized. Know what you want to talk about, and proceed in a logical manner. Take notes if necessary, and send a typed copy to the participants within one week after the meeting.
- Listen carefully for implied needs and concerns.
- Reiterate your desire to be of service and to maintain an open, trusting relationship.
- During your conversation, look for opportunities above and beyond the client's immediate horizon. Ask for referrals and letters of testimony if appropriate.
- After the review, offer a new idea, service, product or special promotional offer. This is an excellent opportunity to spark interest in something new.
Tony Alessandra is a contributor to Top Dog Sales Secrets. He has authored 17 books translated into 49 foreign language editions, recorded over 50 audio/video programs, and delivered over 2,000 keynote speeches since 1976.
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