During uncertain times different rules apply for the acquisition and retaining of customers. Let's look at what John Graham advises, a sales consultant with over 35 years experience in both times of boom and bust.
Place greater emphasis on reputation than personal relationships
During a time of economic difficulty customers you considered loyal are more likely to switch to a competitor, or maybe your key contact will lose his job and be replaced by someone you don't know. In addition, purchases are often subject to approval by an increased circle of people, and therefore cultivating a relationship with an individual is no longer sufficient. In this situation you need to have a good reputation to play with.
Share your expertise
This is an effective way of making a company stand out. If a potential customer is not given the opportunity to actually appreciate you as a master of your profession he will probably decide on the basis of price. If he gets to know you as an expert it will be easier for you to gain his confidence.
Pay greater attention to new customers
At the outset there is a high level of enthusiasm and expectations. The new customer also anticipates there may be problems at this stage that you will overcome together. If, however, things slow down after a fast and good start, you risk losing the customer.
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