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02.13.07
Customer Support Means Sales
 By Ray Herold
Using all your marketing and sales skills to entice new customers to your product line or service is a necessary first step toward the long-term success of your business.
But it is only a first step. With few exceptions, most businesses must also rely on repeat sales from returning customers to fully exploit the potential of an ongoing income stream.
The formula for converting a first-time customer into a repeat customer is simple: Support, Support, Support! Your goal should be to develop a relationship with your customers. No matter how many customers you have, each one should feel as though you are genuinely concerned with their satisfaction.
Effective customer support is not just about resolving any problems that may come up, although that component is absolutely crucial. Successful entrepreneurs utilize the full set of methodologies that comprise Customer Relationship Management (CRM). CRM should be employed at every step of the process: sales, after-sale support, problem resolution, and follow-up.
Support should start even before a sale is complete. Very often, customers will be considering your product or service over those offered by your competitors. When you receive a telephone or email query asking for additional information about the product/service you offer, it is vitally important to respond to that query as soon as possible. Keep in mind, when a potential customer asks these questions, the response you provide is the first indication they get as to what kind of support you will provide. Answer their questions fully and honestly. Furthermore, always let that potential customer know you are there for them by ending your response with a statement such as "please feel free to contact us if you have any additional questions".
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It's also important to fully understand what your customer requires. Don't just sell them something because you have it in stock or it is an item that gives you your highest rate of return. You need to think long term. Let me offer an example from my current business.
My company, webhosting-123, offers three levels of shared hosting service: economy, deluxe and premium. Obviously, my profit margin on the deluxe or premium hosting is greater than the economy plan. However, if the economy plan fully meets a customer's requirements, that is what I recommend. I may make a little less in profit, but I gain a happy customer. My experience with other successful businesses taught me that one of the greatest assets you can have is positive "word of mouth". People share both their positive and negative experiences with others: just look at the discussion threads in the various Forums.
Continue reading this article.
About the Author:
Ray has a 30+ career in the Computer (IT) field. He has been a Systems Analyst, Database and Network Administrator, Website Developer and Project Manager, IT Architect and Director of IT. Ray has run a number of successful online businesses, including several current ones. He is also the author of several books.
http://www.imadspace.com http://www.webhosting-123.com
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