{"id":1068,"date":"2014-01-21T16:12:34","date_gmt":"2014-01-21T16:12:34","guid":{"rendered":"https:\/\/www.bullhorn.com\/?p=1068"},"modified":"2019-03-01T21:26:22","modified_gmt":"2019-03-01T21:26:22","slug":"increase-customer-loyalty","status":"publish","type":"post","link":"https:\/\/www.bullhorn.com\/eu\/blog\/increase-customer-loyalty\/","title":{"rendered":"Want to Increase Customer Loyalty? Take the Sales Challenge"},"content":{"rendered":"<div><strong>Selling Is More than Hard Work<\/strong><\/div>\n<p>&nbsp;<\/p>\n<div>I recently attended a sales and marketing conference where Brent Adamson, Managing Director of the <a href=\"http:\/\/www.executiveboard.com\/\" target=\"_blank\">Corporate Executive Board<\/a> (CEB), presented his company\u2019s findings on which types of sales professionals are the most successful and how their sales tactics drive long-term firm value. \u00a0Brent first characterized sales professionals into 5 types \u2013 Hardworkers, Challengers, Relationship Builders, Lone Wolves, and Problem Solvers \u2013 and then asked us to guess which one type consistently comes out on top of the sales leaderboard. Contrary to what I and many others in the audience expected, CEB research revealed that top-producing reps, at least in more complex sales, are most commonly Challengers. \u00a0What also surprised me was that the Relationship Builders are least likely to succeed in <strong>both<\/strong> simple and complex selling environments.<\/div>\n<p>&nbsp;<\/p>\n<div><a href=\"https:\/\/www.bullhorn.com\/eu\/wp-content\/uploads\/sites\/21\/2014\/10\/increase-customer-loyalty.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"470\" height=\"376\" class=\"alignnone size-full wp-image-1069\" src=\"https:\/\/www.bullhorn.com\/eu\/wp-content\/uploads\/sites\/21\/2014\/10\/increase-customer-loyalty.jpg\" alt=\"increase customer loyalty\" \/><\/a><\/div>\n<p>&nbsp;<\/p>\n<div><strong>What is a Challenger?<\/strong><\/div>\n<p>&nbsp;<\/p>\n<div>Challengers are people that understand their customers\u2019 businesses as well, or better, than the folks to whom they sell. \u00a0They&#8217;re not afraid to debate with their customers and they like challenging the status quo. \u00a0They even educate their prospects and customers about their respective domains and verticals, serving up unique insights and asking hard questions that get their counterparts to think differently about their business needs.<\/div>\n<p>&nbsp;<\/p>\n<div>After Brent detailed the Challenger profile, he surprised us with some additional research his company conducted. \u00a0He ranked four key factors that contribute to customer loyalty: Company and Brand Impact, Product and Service Delivery, Value-to-Price Ratio, and Sales Experience. \u00a0Interestingly, the experience a customer has with its sales rep is a bigger factor in driving loyalty (53%) than all of the other factors combined (47%). \u00a0As a marketer, I fully expected that a combination of Company, Brand, and Product would drive the most loyalty, but CEB\u2019s research proved exactly the opposite.<\/div>\n<p>&nbsp;<\/p>\n<div><a href=\"https:\/\/www.bullhorn.com\/eu\/wp-content\/uploads\/sites\/21\/2014\/10\/Customer-Loyality-Image.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"589\" height=\"395\" class=\"alignnone size-full wp-image-1070\" src=\"https:\/\/www.bullhorn.com\/eu\/wp-content\/uploads\/sites\/21\/2014\/10\/Customer-Loyality-Image.jpg\" alt=\"Customer Loyality Image\" \/><\/a><\/div>\n<p>&nbsp;<\/p>\n<div><strong>Keep Those Job Orders Coming<\/strong><\/div>\n<p>&nbsp;<\/p>\n<div>While the presentation we sat through was geared primarily towards B2B software companies, it was clear that the findings could be applied to any segment or industry. \u00a0Regardless of what you sell, you and your folks on the front line are more critical to loyalty and retention than all of your other combined initiatives. \u00a0In staffing and recruiting, where competition to earn a client&#8217;s business is cutthroat, your people are what make the difference. \u00a0Don\u2019t treat new \u2013 or existing \u2013 client relationships, and the job orders that accompany them, as a fulfillment exercise. Sure, once you bring a client on board and land a few job orders, you need to dive into your\u00a0<a href=\"https:\/\/www.bullhorn.com\/eu\/products\/recruitment-crm\/\">recruitment CRM<\/a>\u00a0to find and deliver the best candidates as quickly as possible. And for some clients, you may be delivering exactly as expected. \u00a0But is meeting expectations good enough? \u00a0Does merely delivering encourage loyalty? \u00a0If you don\u2019t take the opportunity to challenge your clients early on, you\u2019re likely missing out on an opportunity to deliver unique, lasting value.<\/div>\n<p>&nbsp;<\/p>\n<div>I\u2019m not saying that relationships and hard work don\u2019t matter. \u00a0They do. \u00a0Just know that if you rely solely on effort and relationship-building alone, there is a challenger lurking around the corner \u2013 someone that is ready to help your clients avoid common pitfalls, provide your clients with deeper insights about their markets, question your clients\u2019 expected outcomes, and then make sure your clients get top-notch service and results. Don\u2019t let that happen. Start challenging your clients today, and watch those job orders roll in for a long time to come.<\/div>\n<p>&nbsp;<\/p>\n<div><a href=\"http:\/\/www.infovision.com\/blog\/increase-customer-loyalty-with-mobile-apps\/\" target=\"_blank\">[image source]<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Selling Is More than Hard Work &nbsp; I recently attended a sales and marketing conference where Brent Adamson, Managing Director of the Corporate Executive Board (CEB), presented his company\u2019s findings on which types of sales professionals are the most successful and how their sales tactics drive long-term firm value. \u00a0Brent first characterized sales professionals into [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[585],"tags":[],"class_list":["post-1068","post","type-post","status-publish","format-standard","hentry","category-tips-tricks-and-how-tos"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Want to Increase Customer Loyalty? 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He leads the company's global demand generation and customer marketing efforts.","sameAs":["www.linkedin.com\/in\/dougellinger","https:\/\/x.com\/dougellinger"],"url":"https:\/\/www.bullhorn.com\/eu\/blog\/author\/bullhorn\/"}]}},"grav_blocks":null,"card_markup":"<a class=\"card-resource\" href=\"https:\/\/www.bullhorn.com\/eu\/blog\/increase-customer-loyalty\/\">\n\t\t\t<div aria-hidden=\"true\" class=\"card-resource__image-container\">\n\t\t\t<img class=\"card-resource__image\" alt=\"Footer_Stocksy_txpf77ca13blZ6300_Medium_3345084-e1628046916491\" title=\"Footer_Stocksy_txpf77ca13blZ6300_Medium_3345084-e1628046916491\" src=\"https:\/\/www.bullhorn.com\/eu\/wp-content\/uploads\/sites\/21\/2021\/08\/Footer_Stocksy_txpf77ca13blZ6300_Medium_3345084-e1628046916491.jpg\" \/>\t\t<\/div>\n\t\t\t<div class=\"card-resource__content\">\n\t\t\t\t\t<span class=\"card-resource__category\">Tips, Tricks, and How-Tos<\/span>\n\t\t\t\t\t<h5 class=\"card-resource__title\">Want to Increase Customer Loyalty? 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