Why Customers Stop Buying
| Category: Sales Tips | Date: 2003-12-09 |
Customers stop buying from suppliers for any one of a number of different reasons. It could be that they found a new supplier on the Internet or were contacted by a competitor at a time when products were needed. You won’t know why they stopped buying until you ask. It can be dangerous to ASSUME you know why.
WHY CUSTOMERS STOP BUYING
According to U.S. News and World Report from a survey by the Rockefeller Corporation, customers stop buying because:
1% die
3% move away
5% formed other relationships
9% for competitive reasons
14% due to product dissatisfaction
and the majority 68% stop buying because of an attitude of indifference by one or more persons representing the supplier!
DON’T ASSUME IT’S BECAUSE OF PRICE
Recently I heard a sales person ask a customer on the telephone: "Did you stop buying from us because of our prices?"
Wow!
What an opportunity this gave the customer!
Price immediately became the FOCUS of the conversation, whether or not that was the real reason the customer stopped buying. And DOWN went the price DOWN went the profit margin.
USE POSITIVE QUESTIONS
Here is an upbeat, positive question you can ask the customer who has stopped buying from you:
"First I want to thank you for your past business with us. We had the opportunity to provide you with your [fill in with the product they purchased from you, for example, "Sharp copier toner"] last year.
"The reason for my call today is, depending on your current needs and requirements for copier and printer supplies, I have a few options for you that could make your ordering process easier." (Fill in with other specific benefits you offer.)
Then ask questions and LISTEN to the customer’s answer.
About the Author
Reprint with permission
(Copyright, 2000, Ann Barrs Selling Supplies.com) Reprint permission granted in part or whole when the following credit appears "Reprinted with permission from Ann Barrs Selling Supplies.com Weekly E-Mail Sales Tips. To subscribe free, E-mail to: annbarr@sellingsupplies.com with "subscribe" in the subject line."
annbarr@sellingsupplies.com
www.sellingsupplies.com
WHY CUSTOMERS STOP BUYING
According to U.S. News and World Report from a survey by the Rockefeller Corporation, customers stop buying because:
1% die
3% move away
5% formed other relationships
9% for competitive reasons
14% due to product dissatisfaction
and the majority 68% stop buying because of an attitude of indifference by one or more persons representing the supplier!
DON’T ASSUME IT’S BECAUSE OF PRICE
Recently I heard a sales person ask a customer on the telephone: "Did you stop buying from us because of our prices?"
Wow!
What an opportunity this gave the customer!
Price immediately became the FOCUS of the conversation, whether or not that was the real reason the customer stopped buying. And DOWN went the price DOWN went the profit margin.
USE POSITIVE QUESTIONS
Here is an upbeat, positive question you can ask the customer who has stopped buying from you:
"First I want to thank you for your past business with us. We had the opportunity to provide you with your [fill in with the product they purchased from you, for example, "Sharp copier toner"] last year.
"The reason for my call today is, depending on your current needs and requirements for copier and printer supplies, I have a few options for you that could make your ordering process easier." (Fill in with other specific benefits you offer.)
Then ask questions and LISTEN to the customer’s answer.
About the Author
Reprint with permission
(Copyright, 2000, Ann Barrs Selling Supplies.com) Reprint permission granted in part or whole when the following credit appears "Reprinted with permission from Ann Barrs Selling Supplies.com Weekly E-Mail Sales Tips. To subscribe free, E-mail to: annbarr@sellingsupplies.com with "subscribe" in the subject line."
annbarr@sellingsupplies.com
www.sellingsupplies.com
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