The holidays are a busy time of the year for salespeople and hopefully a productive time. There are times during the selling season that no one is thinking about repeat customers or referrals. But in reality, it is the perfect time to do so. You will probably have more new customers coming through your doors at this time of year than any other. As every successful salesperson will tell you, repeat customers and referrals are the life lines for any salesperson.

Most salespeople are never going to see more customers than they do in this two month period and it would be silly not to take advantage of the season. If a salesperson provides quality customer service during a time when many customers would understand if that suffered, then chances are pretty good that customer will return in July when they need something else.

Chances are also good that completely satisfied person will share that experience with their family and friends. It takes a few minutes during a busy time of year but that time will be rewarded when the crowds are gone.

A customer comes in to to buy a present for her boyfriend in the middle of the day on a Saturday in mid-December, and the store is jumping with customers willing to buy. This particular customer has an idea of what they want, but the salesperson can tell this is going to take some time. It would be a lot easier to pass them on to someone else and move on to one of those eager customers.

However in this case, the salesperson decides to take the time to make sure this customer gets exactly what she wants and walks her through the process from the beginning to the gift wrapping process. They also follow up with her following the holidays to make sure she was satisfied, and that her boyfriend was happy with his gift.

The truth is it probably cost that salesperson an extra sale or two but they probably also gained a customer for life. That same customer is likely to come back to that same salesperson when she is in need of another gift for her boyfriend or someone else. That customer is also likely to share that experience and maybe that salesperson gets some immediate benefit during the same holiday season.

It’s easy to help the customers who know what they want, but the smart salesperson sees the value in spending time with each and every customer that walks through the door.

FINAO - Brad Huisken