Nurturing and Cultivating Customers

by Kori Rodley Irons | More from this Blogger

06 Feb 2007 09:45 AM

I am not currently really in a sales business, but I have very strong background in development and fundraising for nonprofit organizations. Raising money is another form of sales and definitely requires the development of some sales skills. But, the one lesson a person learns in fundraising is that it's not about the one-time donation or "sale"--its far more important to create donors and cultivate people over the long haul. I think this applies to any sort of business as well.

Sometimes, making a sale can be in direct conflict with building long-term, loyal customers. It takes some foresight to see the big picture and being willing to forego an immediate sales and influx of income in order to nurture and cultivate a prospect or customer. Try to remember that it takes more effort to generate new leads and develop new customers, than it does to maintain the customers you currently have.

Someone once taught me that in fundraising, the best donors are the current donors and volunteers. We tend to spend so much time out there looking for the newest and the brightest and the biggest "potential" client or customer that we forget to take care of the customers who are already using our products and services. Current customers need to be given exemplary customer service and we also need to evaluate whether or not we are selling them products and services that they need and want, instead of trying just to "make a sale."

Some of my most favorite sales people have been those who talked me into NOT making a purchase, or holding off until the latest and greatest model came on the market in a few months. Their honesty and the feeling that they were "looking out for my interests" created lasting loyalty on my part and I was much more inclined to make a purchase since I trusted the salesperson. So, as you are working to build your sales business, think in terms of nurturing and cultivating customers instead of making sales--you'll likely build a stronger, more loyal customer base from which to grow your business.

See Also: Do You Know What Your Customers Want? and Working With Challenging Customers and Clients

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