In the world of professional sports, there’s much talk about the opportunities open to players as ‘free agents’. An interesting viewpoint at Top Sales Dog here describes customers as ‘free agents’ whom, it must be expected, are constantly making new discoveries, accessing new information easily, and “do not feel beholden to a salesperson” or to a particular vendor. It is noted that many buyers do feel a sense of loyalty to their vendors. “But it’s loyalty that’s freely given, not owed.” And, if circumstances change, it can vanish in an instant. The dynamic nature of lumber markets keeps us alert to the reality of change and the implications of what that reality demands in providing effective service aimed at enhancing customer relationships.
Michael Boyette goes on to cite a survey of why customers leave and came up with the following:
- 3% simply move
- 6% develop other relationships
- 9% leave for competitive reasons
- 14% are dissatisfied with the product or service
- 68% leave because of an attitude of indifference toward them by the owner, salesperson, or other employee.
The survey results carry with them inherent message of reminder about the importance of aiming constantly at re-earning our customers’ loyalty.