Creating Client Stickiness
by Reiner Lazaro Venida

How do you make a client stick to you? The front-liners of John Clements Consultants, Inc.’s forces gathered for their first quarter sales rally at the Manila Polo Club on April 22, 2005 to learn how.

The morning was kick-started by talks from three established executives from various industries. Joey Radovan, Director of CB Richard Ellis, spoke on the ways and means of being a successful salesman. While he shared numerous lessons, he emphasized the importance of being prepared, driving the lesson home with the five Ps: “Proper preparation prevents poor performance.”

Next in line was Phil Hidalgo, Senior VP-HR of HSBC. Mr. Hidalgo presented highly interesting and unconventional ideas, such as his “ABCs of Sales.” The most striking piece of advice he gave was to put a smile sign on your telephone. That simple act, he said, alters not only the phone but also the business and its people.

Luigi Lopa then gave a brief but enlightening speech. His discussion revolved around the words “attitude” and “aptitude.” Attitude, he said, pertains to character, and refers to what one does when nobody else is looking. Aptitude pertains to the abilities and skills one has and continues to gain. These two attributes, he further explained, are the keys to improving one’s sales. He also highlighted the importance of business relationships and partnerships.

After the talks, participants formed themselves into groups and engaged in discussion and presentation of case studies. The event then wrapped up with a lively activity. All in all, the 1st John Clements Sales Rally for 2005 was a creative, energetic way for salespeople to learn how to improve their craft—an undeniably “sticky” affair!