The Client Relationship Sales Cycle

The Client Relationship Sales Cycle

The Client Relationship Sales Cycle

Using the "Client Relationship Cycle" we can examine the payback of training customer-facing workers with business development skills.

The Client Relationship Cycle illustrates a prospective customer's perception of trust and interest throughout the sales process.

A typical cycle progresses as follows: initial skepticism, a period of enthusiasm, a peak of excitement at the shut of the sale, a period of disillusionment once the sale and an eventual plateau of realized value.

The Client Relationship Sales Cycle features a simple and clear message: To maximise revenue, sales organizations must invest in managing the sales process the least bit points in the cycle. Companies should interact the prospect beyond the Peak of Interest (close of sale) through the Disillusionment phase (post sale) to the purpose of Realized Price (customer satisfaction and loyalty).

A customer passes through many stages on the path to realized worth:

Skepticism (Initial contact through demonstration): A breakthrough, product or service demonstration, selling launch or other event generates important interest.

Peak of Interest (Close of Sale): During this part of over enthusiasm and unrealistic projections, a flurry of sales activity leads to some shopping for events.

Disillusionment (Post Sale): Hunter salesperson moves on to next opportunity. Client relationship wanes.

Enlightenment (Implementation): If the client is continually engaged after the initial sale and there a successful implementation of the product or service. Client sees initial return on their investment.

Realized Worth (Account Management): If an on-going customer relationship is maintained and value is recognized, the client feels snug with the reduced levels of risk and a fast growth section of worth perception and loyalty begins. Client is open to worth added products and services.

Success oriented organizations recognize the potential of every customer contact and the requirement to deliver unparalleled client service whereas exploring sales and referral opportunities. The challenge is to coach your service and non-sales representatives to approach every client interaction as a selling opportunity.

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