Why sales leaders should care about customer experience


Creating a great experience for your customers starts with your sales team. When you get it right, you can reap the rewards. Let’s find out more.

If you’re a sales leader, the space in your mind is taken up by a myriad of items: revenue, growth, hiring, people management and more. However, if you haven’t done so already, it’s time to make space in there for customer experience.

Why is customer experience so important to you, as a sales leader? What can you and your sales team do to improve the experience for your customers? Let’s find out.

Firstly, three reasons why sales leaders should keep customer experience front of mind.

1 — Existing customers bring more revenue than new ones

The days of salespeople being able to say or do anything to get the deal are long over. As exciting as it is to close the deal, the numbers don’t lie. Research shows that 70% of sales revenue is generated by existing customers.

When sales leaders acknowledge the relationship between sales and customer experience, then work to enhance it, they can reap the benefits. If customers are satisfied, your team can not only persuade them to renew their contracts; they can upsell, cross-sell and more besides.

On the other hand, a customer who has endured a poor experience may switch to one of your competitors.

2 — Happy customers can be your best salespeople

Salespeople are all about turning prospects into customers. However, providing an optimum customer experience takes it one step further, turning customers into raving fans. These raving fans can become your top salespeople, promoting your product to their networks and beyond.

Happy customers leave glowing reviews on directories like G2. They can write testimonials for your site or your social media. Better still, they can give referrals to people they know who think will find value in what you do.

On the flip side, research shows that dissatisfied customers tell more people about their experience than satisfied ones. Do you really want your poor customer experience to be the talk of the town?

3 — Because you don’t know what’s around the corner

As I write this, the UK is in its third week of lockdown because of the Coronavirus. We’re all working from home. The economy is frozen. We hope life will soon return to normal and the economy will bounce back, but there’s no guarantee of that.

My point here is that anything can happen. You don’t know what the future has in store for you: recessions, new competitors emerging, negative publicity for reasons beyond your control.

You need a stable base of happy customers that get value from your product and enjoy every contact your make with them. You need predictable, recurring revenue. These things only come from providing an exceptional customer experience.

What sales leaders can do to enhance the customer experience

Many customers’ first contacts with a business are with its sales team. Therefore, it’s up to sales to get the ball rolling on providing a great customer experience. Here are some ways leaders can influence this:

  • Coach your reps for active listening
  • Be responsive — if a prospect (or customer) calls, take the call. If they email, reply quickly
  • Talk to your customers to see what they like and don’t like about dealing with your sales team
  • Ensure your reps provide value with every contact — don’t just ‘check in’
  • Always be ethical, empathetic and generous

Customer experience begins with your sales team. It’s your opportunity to make a difference. Don’t pass it up.

Over to you

Now, we want to know what you think.

Sales leaders, why does customer experience matter to you?

What do you do to create the best experience possible for your customers?

Let the Sales Confidence community know with a comment below.

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