There is a section a book published in the early 90's called Power Direct Marketing: How To Make It Work For You by "Rocket" Ray Jutkins that has rung true and stuck with me through the years. I thought you might find it interesting and give you some food for thought.
People stop buying from people for five primary reasons:
- 4% aren't there anymore. They move, get promoted, quit, transfer, die. They are no loner in a position to make a buying decision. There is little you can do about this.
- 5% change to another supplier on the recommendation of a friend or business associate. The brother-in-law sydrome. (Stay in touch here. Many times you'll get back in - sometimes even quickly.)
- 9% change to the competition because there is a true, competitive advantage, an honest benefit offered over your product or service. You can sell against this, but only for so long.
- 14% change because they are unhappy with the results of the service or product you are providing. They are dissatisfied and want to try something new. And,
- 68% change because of lack of caring expressed by some one person inside your company! Little or no contact, indifference, missed dates, budgets off target, a lack of caring expressed by sales, service, shipping accounting, management - someone or anyone.
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