Can anyone afford not to try this?

May 18 2009 by Carole White, The Journal

HAVE you stopped and considered how much time and effort (which equates to money) you spend setting up sales appointments, preparing for the sales pitch, negotiating and closing the deal?

You can bet it’s a substantial amount. At any time, let alone during the current economic climate, viewing the closing of the deal as the end of the road is a big mistake.

From a customer’s point of view it doesn’t look good and can disappoint if you’ve been enthusiastic and passionate about your product or service right to the closing of the deal, but then lose interest or even disappear once you’ve got your money.

So what can you do after the sale to help build your relationship with customers and let them know how important they are to you, that you really do value their custom?

If you can maintain passion and excitement for your product or service after the sale it will strengthen your customer’s buying decision and increase their trust in you and your company. Delivering a quality product or service is important, but your customers will always remember how you treated them.

Why not generate goodwill by writing to your customers to thank them for their recent purchase. This is a positive thing to do and can provide follow-up opportunities. A letter allows you to reinforce why it was a good decision to buy from you. You could also suggest additional products and services to complement their recent purchase.

It’s worth remembering that by keeping in contact with customers you can keep up to date with their changing circumstances and needs, which could lead to further sales.

Sending your customers surveys will give you crucial feedback and can be a valuable insight into their needs and buying trends. You may not always get positive feedback, but use the information you receive constructively by listening and acting on it. Surveys also provide a perfect opportunity to gain customer testimonials which can be used on marketing material and websites to boost your credibility and business.

Following up a sale and always making yourself available to your customers by letting them know you’re happy to answer questions will encourage their trust in you and make repeat sales more likely.

Customers who appreciate the effort you make after a sale are more likely to recommend you. Go the extra mile to make your customers feel valued and see how they react. Can you afford not to try it?

Carole White, business support manager, TEDCO