Good morning!

Congratulations. You got the order.

But don’t confuse a transaction with a customer relationship. The first order is an audition…yours and theirs. Is this a one-time thing or the first of many years of doing business together?

Start with them…

Learn the story behind the specs. Why did they call you? Was their current vendor too slow? Did they need something no one else could produce? Are they shopping price? Is this small order actually the first piece of a much larger project?

Next, set expectations…

State what YOU want: A long-term relationship. Explain what you need from them, when the production clock starts, when they’ll receive a proof, and cover your communication process.

But don’t get out over your skis by saying anything you can’t back up.

First-time buyers are paying especially close attention. They aren’t just judging the finished product. They’re deciding whether you do what you say you’ll do.

Meanwhile, you should be evaluating them. Do they respect your people? Are their expectations reasonable? Do they value the way you work? Not every buyer deserves to become a customer.

Finally, after delivering the order, don’t immediately run off to chase the next shiny prospect. Follow up. Ask about the next project. Determine whether the relationship has legs.

One order gives you revenue. What happens before, during, and after that order determines whether you’ve earned a customer or simply printed a job.

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This tip is an excerpt of a workshop attended by Bill Farquharson’s Sales Vault members. Drive your sales growth. Join now!