The Coaching Effect Blog

Client satisfaction DOES NOT EQUAL Loyalty!

Posted by Kristi Shoemaker

April 7, 2011

EcSELL Institute Sales Coaching Summit Session Summary

Instructor: Tom Cates, Brookeside Group Tom Cates, Brookeside Group

"Client Relationships Secrets That Drive Greater Profits"


Relationship strength drives greater profits, according to Sales Coaching Summit instructor Tom Cates of Brookeside Group. Tom kicked off the afternoon with a thought provoking session on the secrets to generating more from your clients by understanding how to coach your sales reps to become "valued partners" versus order takers. Here are the highlights from Tom's session.


- Average client tenure is 4X longer if your relationship strength with your client is high

- You are 9X more likely to get the first call when your relationship strength is high

- Share of spending is 2.5X higher when your relationship strength is high


Strong relationships motivate action from the client!

Here are some interesting findings from Brookeside’s recent research in the area of relationship strength.

Dissatisfaction = Disloyalty


Satisfaction does NOT = Loyalty

What is this telling you?! It means that you might have the fanciest satisfaction survey and might even be getting great scores from your clients. But, satisfying your customers by delivering the goods on time, or billing them correctly is mandatory. It is expected.

What is more important to measure is whether your client views you as a valued partner.

Brookeside Group has a tool called INSIGHT that measures how your customer perceives each of your sales reps.  EcSELL Institute Reis, Inc. has been beta testing this product for the last 9 months. Results of this beta test were shared with the attendees of the Sales Coaching Summit.

Tom Cates was also a featured instructor at our November 2010 Sales Management Webinars in 2010. As part of that webinar he shared a white paper titled "Creating Willing Buyers."  Enjoy a copy of it with our compliments. CLICK HERE

Also, if you are interesting is receiving a copy of the EcSELL Institute's November 2010 Sales Management Webinar featuring Tom Cates of Brookeside Group, simply leave a comment below and be sure to include your email.

Topics: Assessment Tools

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