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Sales calls are tough.

You’re excited! You have a great idea! It will change their business!

Why aren’t they responding to your call? Ignoring the e-mail? Saying they are busy?

Put yourself in the customer’s shoes. You’re busy each day with goals, tasks, emergencies, and anything else that comes up. When a sales call comes, no matter how great it might be, it’s still an interruption.

Recognize this and honor your customers using these tips:

Care about your customer

Know them as well as you can. What are their interests/hobbies? Do they have a preferred method of communication and time to reach out? (Hint: they do, find out what it is). What challenges are they dealing with in their business? Do you know their birthday, any food allergies, beverage preferences?

Always be adding value

Don’t reach out to your customers to “check in”. The next update meeting should be scheduled at the last call or a commitment to lock in a date. If they are using your product, find out how they are using it and provide customized feedback for them based on usage. Call them with thoughts about a new feature and solicit their input on it. Share industry articles that are relevant that don’t necessarily relate to your product.

Be creative

Send a hand-written postcard. I have a stack of “Greetings from Fargo” postcards on my desk, and buy other personalized ones from time to time to send. Hand-deliver or mail customized gifts for them. This is where knowing your customer comes in to either save the day or make you look insincere. If a customer hates coffee or doesn’t drink alcohol then those are really bad gift ideas! Do they have a particular hobby such as bike riding, or travel to Latin countries? Are they a foodie or voracious reader? Buy something and send with a hand-written card just because, with no “ask” in it.

What are your thoughts?

How do you care for your customers? What’s the most creative way someone has shown you appreciation?


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