Just as your products and services change, buyers change, too. A change in a decision-maker doesn’t have to mean a lost customer. Companies that handle buyer changes properly find the accounts can be as profitable as ever.
Whenever a new decision-maker comes on the scene, inform your managers immediately so they can give the account extra attention during the transition period.
Your major challenge may be to overcome the new buyer’s relationship with a competitor. It’s important to show the new buyer how successful the relationship has been and prove that it shouldn’t change.
Information like delivery statistics, cost reductions and testimonials from the former buyer and other customers may encourage the buyer to stick with you.
Here are three critical points to share with your salespeople:
- Find the new hot buttons. Since you’re dealing with a different decision-maker, his or her hot buttons may be different also. Mention the priorities of the predecessor but prepare to be flexible. What one buyer considers essential may be secondary to another. Listen closely and respond accordingly.
- Focus on service. Treat the new buyer the same way you would treat a new customer. Focus on follow-through and clear communication. New decision-makers need a lot more attention that regular customers.
- Satisfaction is still the key. The key to retaining customers when decision-makers change is satisfaction. Find out what they want and give it to them. Your job is to pinpoint these benefits and focus your selling efforts on them.
