The fundamental target of any commercial management must be located in the fidelización of the client, in obtaining the confidence of the same one and turning into modality. For it we bring to our forum an article where the importance of this concept is analyzed, as well as the keys to obtain it.
«To think in average or long term and not so much in the immediate money: this is what it does for example Amazon. “Every week bought between one and five books, in role or in digital format. I gave to the button of buying, and a notice came to me to my computer: ' Warning! He has already bought this book earlier. Does he want to buy it again?’ They lost this money, but they gained that I am telling it to you”.
Instead of receiving from the client products that he does not need: how to try to sell to him what yes he needs? The price was looking like the only thing that could make more attractive the natural gas of the Dutch Eneco that that of his competition … until they detected that his best clients had hothouses, and they offered them a service of control of the temperature, the moisture and other conditions. “They simply were subcontracting it”.
Asking first and offering later a lot of money and effort saves itself in publicity, told the guru. “When you are going to extract money of a teller of ING and your account is to zero, offers you automatically a credit line. 50 for 100 answer favorably. How many would have answered to literature sent indiscriminately?”.
Sometimes it is enough to touch the key adapted in the just moment. “A person entrusts flowers for the birthday of his mother. The following year, the florist's shop calls him with two weeks of advance to remind it to him. If by what out the sale of flowers was prohibited, they would survive selling caramels, bonbons or any other thing”.
The confidence also can get lost, doing things like sending letters to the clients offering them products that they already have, heading them with a “dear and valuable client”, or making sure earnestly that his personal information “only would be used in the terms allowed by the law”.»
