By Troy Harrison – Sales Navigator
“Hi, Troy,” the email began. “I’ve just purchased [the name of the company that does my Web work], and I just wanted to introduce myself.” This type of email, starting with this type of sentence, strikes fear into many customers’ hearts. The company that handles a critical service – one you depend on daily – has just changed hands. What’s going to happen now? Are they going to raise prices? Cut my service? Screw up my world?
I’ve been through numerous company takeovers, and even sales territory takeovers, and it’s always a turbulent time, both for the service providers and for the customers. What always amazes me is the level of unforced errors – moments where the company doing the buyout has an opportunity to smooth the transition, but for whatever reason, chooses not to do so.
Here’s my maxim: Comfortable Customers Buy. When you’re making a transition of ownership or salesperson, the thing your customers want most is a sense of comfort – that a steady, smart hand is on the rudder of your company and that you’re going to continue to take care of them.
Your enemy here is FEAR. The customer’s fear that they need to make a move. The fear that their apple cart will be overturned.