Preventing Attrition from the Start with Best-In-Class Sales Practices

Homeowners see buying a security system as an important investment and a long-term commitment. Yet many customers cancel at the end of their initial contract period or become delinquent in their payments because they purchased a system that they did not want, need or understand, and, frequently, have stopped using.

How can you prevent this situation and keep more of your customers for the long term? By building a sales program that yields a more stable customer base. One of the keys to attracting “sticky” or loyal customers is a sales program that focuses on getting customers, rather than just contracts or sales. Not all potential customers fit your brand proposition. Focusing your sales program on customers suited to your products and services, and developing and implementing sales methods that educate, inform, and respect those prospects will result in more loyal customers and fewer cancellation, as well as more sales.

Identifying and pursuing qualified leads, potential customers who have expressed an interest in your company by making an inquiry by phone or e-mail, visiting your website or blog, or signing up for your newsletter or social media posts, is also an excellent and cost-effective way of acquiring the right kind of new customers, as is getting referrals from your existing customers. (For more tips on how to generate referrals, read our blog post: How to Generate Referrals.)

No matter what sales program you decide is best for your company, building a great sales team is critical to your success. Hiring the right sales people is only the first step. You will need to provide them with regular training and consistent supervision, as well as standard sales procedures and processes, personnel policies and a code of conduct. Your sales team oversight should also include individual and team goal setting, compliance processes to ensure that staff members are following your sales procedures and code of conduct, and disciplinary procedures for those who are not.

An effective sales program does not happen on its own. It takes planning and oversight. Our whitepaper, “Attrition: The Silent Killer” can show you how your sales techniques can impact your profitability and the value of your accounts in an acquisition.

Have any tips to build a best-in-class sales program? Share them in the comment section below!