The term “building trust” over “selling,” to me, seems to add a bit of empathy into the equation. And understanding the amount of time and effort that goes into building trust with clients is essential in sales. When I work with vendors, nothing is more frustrating than when someone disappears after a sale – especially when things go wrong.

As an Account Executive, even if you have the greatest coordinator, making assumptions can be a very dangerous game. When it comes to marketing, it seems like around every corner someone is peddling a new, best product to reach your customers.

What will set you apart from the rest of the people that are currently beating down your door to buy is the relationship you build with them on a personal level. This can be as simple as a two-minute follow up call to say “hello.” Just making sure that all the expectations have been met and the client understands the results can make the difference from having a life-long customer or a one and done.

After your initial follow-up, ask your client how often they would like to meet. I’m willing to bet they’ll really appreciate the thought. This way you know you’re providing good service and not being annoying.

My personal favorite, after a sale, is taking a little time to write a hand written note. It is also a nice gesture to drop in a little gift card to your favorite coffee shop. Nothing makes my day more. This way when your client has that brief feeling of elation knowing they are getting a free cup of “joe” they will think of you!

Having good customer service after the sale may not only win you a customer for life, but that client is more likely to refer you to others, which will lead to new business. It’s easier and better practice to keep current clients happy versus having to always look for new ones out of necessity.

At the end of the day, the key to being a “good” sales person and having “good” customer service is to listen. By listening to your client’s needs, he or she will often give you the answers you need to be the “go-to guy” in the rolodex!