Staying connected to customers through job changes

by Lilia Shirman on March 18, 2009

in Customer relationships,Economy

More than once over the last few months, I’ve had the unsettling experience of meeting with a potential client, planning to discuss how I can help their company, only to to discover they are no longer with their company.  As sign of the times, to be sure.   Moving contacts create challenges at existing accounts, but opportunities elsewhere.  So what does one do when your key contact at an account suddenly isn’t at the account?

A few thoughts:

Be proactive – diversify: Cultivate multiple relationships within each account.  Follow up with people you meet in meetings or who collaborate with you during and after the sale.  Ask your sponsor or champion to make a few introductions, particularly in different departments or organizations than their own.

Follow: Social networking tools make it easy to keep in touch as people move about.  Take note of status changes that may indicate a new position, employment status, or company.

Help: This is a time when active networking and introductions are more valuable than ever – offer them. Whether its a potential employer, employee, or partner, introductions are a great way to create value and build relationships.

Follow Up: Make sure customers who have bought from you before know how you can help them deliver results as they take on new roles in new organizations.

Systematize: Your top reps already do all of the above.  Consider spiffs or other programs to make sure the new contacts make it from personal spreadsheets into your CRM systems.  Help all reps get proactive by measuring the breadth of contacts at accounts on an on-going basis. Provide simple tools like email templates to make re-connecting easier.

Comment and share your own ideas on maintaining sales contacts in these tumultuous times.

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  • http://www.marketculture.com Christopher Brown

    Great advice Lilia! This certainly happens a lot in my business also, new tools make is so much easier to keep connected with these contacts… I find that if you have done great work with a individual in one business they often find a need for your services elsewhere, maybe not immediately but it pays to keep top of mind with them.

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