Originally posted on Compass Consulting & Solutions – Paul Nottingham
Having been in sales for over 25 years, I can tell you the single most important trait my customers found to be important to them. No, it wasn’t how much they paid, or the feeling that they got a deal. The single most important thing my customers shared with me was my regular follow-up after the sale.
Making a follow–up call after a sale is important for a number of reasons, including improving your credibility. The follow–up adds value to the service or product the customer purchased from you and gives you an opportunity to build a relationship that may lead to additional sales from the same customer. That follow-up was a better indicator of my desire to keep them as a customer than shooting them the best price (I was rarely the cheapest) or espousing product knowledge and features and benefits. The follow –up was the piece that set the stage for long-term relationships. It demonstrated that I had a true desire to be a partner and consultant in their business, and laid the foundation for trust, understanding, and repeat business.
The on-line ordering culture has taken away many of the face to face meeting opportunities for Businesses and as such the opportunity to WOW your customers with a great customer service experience. This makes it even more crucial to take every opportunity to retain and build every relationship. The word of mouth statistics state that If someone likes your product or service, that they will tell 3 friends. If they dislike it, they will tell 10. Now I’m no math major but it seems tome those statistics are telling me I have to work 3 times harder at impressing my customers than I do at disappointing them.
How can you follow-up and be sure that your attention is not only noticed but appreciated?? Here are a few of the ideas I have used that were well received:
- Send a hand written thank you card and sign it yourself. Seems like a small thing but it will show a personal touch.
- Remember birthdays, anniversaries and special events. These are personal and by remembering you stand out.
- Call the customer just to check in and share anything that might be of interest to them and their business.
- I used to take trending news in their Business Segment and discuss what their needs were to address changes.
- Touch base on Deliveries, credit department, and any changes in product quality they may have noticed.
This list is not all encompassing, but I think you would agree it goes far beyond the sale and just “hoping “they will come back. By taking a proactive approach and staying current with their purchasing habits, trends in their business and on a personal level what was going on in their lives, I was able to move from the outsider/vendor position to the partner/friend and trusted advisor role which solidified my place in their business and made it nearly impossible for my competition to gain access. And let’s face it- it is much easier to retain a customer and treat them well than it is to constantly find new business and constantly play the role of the outsider/vendor.
What are some of the ways you provide WOW service to your customers? You can share them with us here at compass-s.com.
Join us next time when we explore the uncomfortable position of being the middle man between your customer and vendor you rep. Until next Time-Good Selling and have a great Week!!!