Treat your best customers with care Top customers deserve special treatment. You can afford it, and they expect it — and thrive on it. So business marketers will shower their best customers with perks, goodies and attention that both make it easier for them to buy and recognize their importance. The most basic of such treatments is a dedicated sales rep who knows the client company thoroughly — and may even have an office at the client's site.
But there are other ways to provide extra services to top accounts.
Among them:
- Dedicated 800 numbers
They should be answered by inside salespeople who are knowledgeable about the accounts, down to knowing the names of buyers' family members. Customers won't hesitate to call when they know they'll reach a reliable, knowledgeable and caring person at the other end.
- Intranets
Special Web sites built behind client firewalls. They allow employees to solve problems and place orders 24/7, with complete security, and according to the blanket terms and conditions negotiated corporatewide.
- A peek under the tent
Key accounts love being invited into the inner sanctum. Put them on a special advisory board. Invite them to brainstorming meetings for product development. Brief them early and often on trends and big ideas on the horizon.
