Canadian Electrical Industry News Week

Mar 24, 2020

Jeff MowattBy Jeff Mowatt

Congratulations — you just made a sale! The customer trusted you enough to give you a try. That’s the good news. Unfortunately, having conducted sales training programs for over 25 years, I’ve also observed that gaining new customers also comes with bad news. Merely providing products or services as promised does not generate customer loyalty. Customers are too focused on their own lives and businesses to get excited about a single new supplier. All that effort that went into gaining that new customer and delivering on your promise often amounts to a single blip on your revenue screen.

Fortunately, by enhancing your customers’ perceived value of what they just purchased from you, you can leverage a first-time sale into a virtual lifetime of loyalty and referrals. Here are four ways to convert a single sale into a cash cow.

Mention the next phases

Some customers may stop buying from you simply because they’re not aware of your other products and services. That’s why when you’re putting together a proposal, it’s helpful to mention that - providing they are delighted with this “phase one” — then in future they might consider phase two and three (which you mention briefly). Resist the temptation to overwhelm them with all your additional offerings. You simply want to plant the seed that there are logical next steps available after this one.

Follow up fast

Soon after the product or service is delivered, contact the customer to confirm that they indeed received it and ask if they have any questions about using it. Also ask their opinion — things they like best about it. That kind of feedback is priceless when you talk with other potential customers. Then a few months later, if there is some sort of scheduled maintenance or follow-up step the customer should be doing, call them to offer to help them with it. That gesture helps customers realize you didn’t just make a sale and forget about them. Chances are they’ll thank you for your thoughtfulness. That’s a great time to ask them to pass your name along to others who they think might benefit from your services.

Put your extra value in writing

If there’s a service that will be delivered over an extended period, provide regular written progress updates. During our home renovation for example, the general contractor would give us bi-weekly reports. The simplified spreadsheet showed the project’s actual costs vs. budget, along with a timeline showing the progress. With all the disruption in our home, it came as a pleasant surprise to receive regular reminders that our contractor was in fact under budget and ahead of schedule. Without those reports during the four-month project, as a customer, I likely would have just focused on the noise, cost, and inconvenience. Those updates made us feel good about hiring him two years later when we did our next renovation.

Provide a pleasant surprise

I’m not referring to buying your customers gift baskets or giving them trinkets emblazoned with your logo. Nothing wrong with those things, but the gestures that have more impact are the extras you provide that are part of your service that the customer doesn’t expect. A body shop that fixed my car’s door dent, not only washed the whole vehicle; they detailed the interior. Plus, they took the gear that was scattered in my truck and put it in a single cardboard box. Made me want to dent my door every six months! An HVAC specialist who fixed an air conditioning unit in our living room not only vacuumed the area he was working in, he also vacuumed the entire living room. I was hoping he could find work in the rest of house. You get the idea. Surprise customers with something visible that goes above and beyond the scope of the project. That’s when they’ll notice you, remember you, and reward you with their loyalty.

Bottom line: notice how none of the strategies I mentioned demand a lot of time or money? What they do require is upfront planning, and the realization of how much they can pay off. My clients who incorporate these approaches report significant boosts in revenues, customer reviews, and referrals. Certainly beats putting in all the work required to make a new sale, and then being forced to hunt for a different customer.

This article is based on the bestselling book, Influence with Ease by Hall of Fame motivational speaker Jeff Mowatt. To obtain your own copy of his book or to inquire about engaging Jeff for your team, visit www.jeffmowatt.com. Watch for more articles from Jeff in future issues.

Changing Scene

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A New Brunswick provincial program aimed at supporting and mentoring women in apprenticeable trades ...
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LDS Aug Products Eaton AL Series Dimmers 400Eaton's Wiring Devices AL series dimmers offer a versatile option for any dimming application - fine tune the dimming performance to match your exact needs and change colors as needed to suit any décor.

Color change kits come with three color faceplates, offering design flexibility within one product. Select models are available in 4 different color combination packs.

 

 


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ESAAs the government continues a gradual, staged approach to reopen Ontario, ESA is assessing how they can safely resume in-person classroom training while adhering to Ontario Public Health guidelines. ESA is continuing to monitor key public health indicators and Stage 3 restrictions as efforts begin to reschedule previously postponed in-person classroom courses.

If you are registered in a postponed ESA course, they will notify you in the next couple of weeks of the rescheduled date. Please note that online courses are continuing as scheduled.

 

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Case Study: EikoPro Electric LLC had a customer that had just constructed a new horse barn and was looking to light it quickly. The barn was designed to be lit with ten high bay lights for maximum efficacy and efficiency. Together with EiKO’s distributor partner, Platt Electric Redmond located in Redmond, Oregon, Pro Electric selected the EiKO 200W BAY-C high bay fixture, which puts out an impressive 30,000+ lumens at a 5000K color temperature. This high lumen output and the long life of the fixture – 72,000 hours – made it an ideal choice for the application.

Obviously, when lighting a barn, the security and safety of the animals, riders, and care givers is paramount. EiKO’s LED high bay products fill the space with light, eliminating shadows and blind spots.

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Product News

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Eureka announced the release of its Knit pendant. Knit provides high-quality lighting while ...
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Arani's single-sided LED plastic running man sign comes in 2 versions: with battery, and without ...
With three shapes and 14 sizes available, Lumewerx’s latest addition to the Pop family comes in ...
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Yard LightThe YDD-L is an energy-efficient dusk to dawn yard light. It was designed for barns and farms. It is a versatile and economic light source that is good on the environment and uses long-life LED’s. The YDD-L comes standard with photo control which helps to provide significant power savings.

Lens
Polycarbonate diffused lens encloses high performance LEDs.

 

 

 

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Peers & Profiles

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At 14, Tom Miguel was sitting in the counselor’s office of Silverthorn Collegiate Institute in ...
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Founded by Warren Osak, Electromate specializes in Robotic and Mechatronic Solutions, distributing ...
 Will West is a first-year apprentice working in the solar industry with Hakai Energy ...
“It’s definitely the Olympics of our trade,” said Lance Giesbrecht of the Ideal National ...
Tommy Carducci is a 14-year industry veteran working with Seneca Electrical and was one of 18 ...
Legend Power Systems is an innovative Canadian company headquartered out of Vancouver, B.C. Their ...


Tom MiguelBy Sarah PickardTom Miguel

At 14, Tom Miguel was sitting in the counselor’s office of Silverthorn Collegiate Institute in Etobicoke with his entire life ahead of him. In 1981, the world was changing, and like so many young men and women, he was faced with a world of choices that would go on to define both his career and his life.

It was in this office that some counsellor suggested becoming an electrician, and Tom’s interest was piqued. “I knew from that point on what field of studies I needed to focus on to become an electrician,” Tom said.

 

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Rutul Bhavsar 1 400By Blake Marchand

Rutul Bhavsar is a final year Electrical Engineering student at Mohawk College. He recently co-authored a whitepaper on Mohawk College’s Joyce Centre for Partnership & Innovation discussing the technologies utilized in the state-of-the-art zero-carbon/carbon-neutral facility. Rutul was the lead author on the project, supported by Dr. Mariano Arriaga, General Manager of Mohawk’s Energy and Power Innovation Centre (EPIC) and Dr. Tony Cupido Research Chair, Sustainability at Mohawk College. Rutul’s interests lie in the more progressive areas of the industry, automation, control, and energy efficient technologies.

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