Renewals: How to keep them returning

One challenge many salespeople face is turning new customers into repeat customers. This process begins the first moment you make contact with them. Here are a few tips to keep your renewals returning year after year:

1. Manage expectations: having a realistic understanding of the process and product will go a long way. Your inclination may be to promise the moon, but if instead you deliver a moon pie your chance of keeping them as repeat customer shrinks drastically. Seek to prevent disappointment by Under Promising and Over Delivering--not the other way around. This doesn't mean setting the bar low, it means set the bar at an attainable and reasonable level. 
2. Keep your promises: do what you say and say what you mean. People rarely remember being satisfied in a business transaction, but most certainly you can count on them remembering feeling short changed.
3. Two words: FOLLOW UP. Make Sure you contact them during and after the sale to make sure they were taken care of in a satisfactory manner. Even if it's only an quick email or voicemail, they'll appreciate you reaching out to make sure they are taken care of. If you encounter an issue, take ownership of the outcome and take the steps necessary to rectify the situation. 
4. Be accessible: you may have moved on to another market, but this doesn't matter to your customers. Advertisers are not paying only for the ad space, but also the customer service they receive. Make it easy for them to get a hold of you and they'll likely make it easy for you at renewal time. 
5. Resolve problems quickly: the customer may not always be right, but they are always the customer. As a salesperson, you must walk the tightrope between being an advocate for both your customer and the company. Do what you can to make it a "win win" for all parties involved. Again, manage expectations properly in the beginning and you'll usually find a positive outcome. 

Todd Hollst, Art Coordinator

Thought for the weekend

A sale is not something you pursue;

it's what happens to you while 

you are immersed in 

serving your 

customer. 

Why Prospect!

Prospecting is easier than panning for gold

Prospecting can make difference between completing your bag in three or four days versus a week or more. The best candidates for your prospecting efforts are those who have already advertised with Medibag or elsewhere. Seems like a "no-brainer," but too often we hear of sales representatives who make it harder on themselves by skipping this important step of the sales process. While cold canvasing is sometimes necessary, many qualified prospects are already right under your nose. 

Besides a renewal list, here are few places where you can find prospects:

Go to the library and thumb through back copies of the local newspaper. Do you see a few businesses who consistently advertise each week? That's a great place to start. 

Another great resource are local church bulletins. Stop by the local Catholic church and ask if they have a extra bulletin you can have. You can usually find one from the previous week's service.  

Prospects are everywhere. As you drive around town, if you see a little league field take a look at the home run fence--see any advertisements? How about the local high school football field? Bus stop benches? Billboards? The radio? Grocery carts and receipts? They are every where you look! 

A local Mexican restaurant near the Medibag Home Office has about 40 advertisements printed and laminated on the top of the table. With a notepad or camera phone you can build a prospect list in no time. 

Ask, ask, ask! Even those prospects who might not be interested can often be a great resource for leads. And honestly, everyone you meet can probably give you a decent lead. And if you're working in a small town, just about everyone probably knows a business owner or two.

Talk to the pharmacist at the pharmacy you are working. They often know many business owners and decision makers and are a great source for prospects. 

And finally, visit the local chamber of commerce. Typically they'll have a printed business directory with a map. Or, they may have a directory posted on their website you can print out at the local library. Plus, the administrator or secretary will probably give you a few business leads to get you started.

Prospects are everywhere. Keep your eyes and ears opening and you're bound to find them. 

Todd Hollst, Art Coordinator

Thought for the day

"People will buy what they help create." 

When people are involved in the creative process, they are more likely to "buy in" to the idea they are considering. 

The steps of the creative process:

Discovery: develop a sound partnership by not simply showing your customer the possibilities, but leading them through the discovery process as though you are making the discovery along with them. This technique builds trust.

Research/Design: every business owner likes seeing their company's name in lights. With your guidance, let them make the first brush stroke of an idea or ad. If they're uninterested in the process, ask them questions like "if you could sum up your service or product in one sentence, what would you say?" There's your starting point. 

Production: build up the idea our art department exists to facilitate their vision. Our role is to take their idea to next level and produce a professional looking ad they will be proud to have their name on.

Review: reassure them they have final approval of the ad. Ultimately, this gives them complete ownership of the entire creative process.  


TH

The Pharmacist is your Friend

     Besides the customer, one of the most important players of our program is the pharmacist. Keeping the pharmacist and the pharmacy staff "in the loop" can be the difference between getting a sale or leaving a business empty handed. 
     Over the years, too often we've heard this tale: a Medibag sales representative calls to set up an appointment with a potential customer, the customer calls the pharmacy ahead of time to verify the program, an uninformed pharmacist or staff member says they know nothing about the program, the sales rep shows up for appointment and has to convince the business owner Medibag is in fact a legitimate company. What's more, the sales rep has to work doubly hard to get sale--if at all.
     The lesson: an uninformed pharmacy can hurt you as much as a misinformed customer. 
     Make it easy on yourself: before you begin a new program, inform the pharmacist and encourage him or her to keep the pharmacy staff in the loop. Make them an ally in your efforts to complete the program. In many small towns, people are on a first name basis with the pharmacist and staff. Use this to your benefit when meeting with potential advertisers. It will help you establish credibility and reassure the customer you are a professional salesperson providing a top notch service. 

Todd Hollst, Art Coordinator

Welcome

Welcome to the Medibag Company Blog. Myself or Todd will be posting items here you might find helpful, interesting, or entertaining. Please let us know if you have any suggestions for topics. 

Thank you,

Gus