Selling for Entrepreneurs
Following Up After the Sale
Written by Amy Bax for Gaebler Ventures
The purchase of a product should not always be the end of a sale. Learn how making a connection with the customer afterwards can make all the difference.
In relationship marketing, we know that once there is a purchase of a product, the sale is not over.
Good salespeople know to follow-up on that sale to see how the customer is doing with the product, answer any concerns or questions they may have, and to let the customer know how to contact them for any future assistance.
This process helps to keep relations with the customer in hopes that they will come back to your business for any of their needs. There are many benefits of maintaining a constant relationship with the customer that are explained in-depth below.
Strong Customer Relationships Are More Profitable
It is true that retaining a customer is much easier and less expensive than attracting new ones. New advertising and marketing campaigns are costly, along with the time it takes salespeople to search out and establish new leads or relationships.
Do not think that means you will never need to bring in new clients, but learn that if you keep in contact with past customers, they will be more likely to come back on their own- without having to attract them all over again.
A simple phone call, letter, email, etc. will let them know that their business is wanted and you are willing to take the extra time to make sure they are completely satisfied with their purchase.
Customers Expect a Certain Level of Service
Especially when making a big purchase, customers expect to be treated in certain ways. Not reaching these expectations will put you or your business that you represent in a negative light.
For example, with a purchase such as a car or even expensive house wares such as a washer and dryer, most expect you to check in to make sure everything is going ok and running smoothly as a common courtesy.
If you fail to do so, even though the rest of the sale process when well, they will remember that you were not concerned enough to follow-up and decide to go elsewhere to someone who will the next time they make a big purchase.
Staying in Touch Makes You Buzzworthy
Not only will you be surpassing expectations that your customers have, you also give them something to talk about.
Word-of-Mouth is a powerful thing, and extremely beneficial when your customers have something good to say. Friends or family making similar buying decisions will get recommendations to go to you for their needs if you have treated the customer well.
Because of one customer, others will buy from you and put you well ahead of the competition.
Follow-Up Gives Your Access to Useful Information
Follow-up is simple to do. Many companies have developed or purchased software for customer relationship management. If this is not the case for your business, just keeping a file on each customer will make a big difference.
Know the customer's likes, dislikes, and main concerns when they purchased the product. During the follow-up, address these things. You may even learn a few new things about your customer that might allow you to serve them better in the future.
Not only will they know you listened to them, but they will realize that you have their best interest in mind for the future. Also, when they come back to you for a solution to another problem, you will already have a good idea of what they need or desire in their next purchase. Both parties end up benefiting in the long-run from a little extra communication.
Amy Bax is interested in providing innovative informational resources to entrepreneurs. She is currently an MBA student at the University of Missouri - Columbia.
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