Service and Follow-up for Customer Retention


As a salesperson, your work is certainly not over once the order has been placed. Selling is about building long-term relationships and following up is crucial to this relationship. Your role is to ensure that customers’ expectations are met. Some of the steps that need to be considered to ensure that sales are correctly followed through are ensuring that that the order is correct, that the contract has been finalised and that your customer is thanked. Ther e are several measures that you can take to ensure a lasting customer relationship and more importantly avoid post-purchase dissonance from occurring, where your customer doubts that they have made the correct purchase.

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Sometimes in your sales process you will come across a prospect that clearly needs and is a good fit with your product. You may attempt to connect with them, but despite your efforts, you cannot get them to commit. As part of this module we will review how you can be persistent without being flat-out annoying and when to know that it’s time to ‘give-up’ on your prospect.

Customers are the lifeblood of any business, and if not retained, future sales can be lost. Customer satisfaction is what results in customer retention, so don’t be in too big a hurry to make a sale and straight away move on to the next customer. There are three levels of customer relationship marketing that you need to pursue: transaction selling, relationship selling and partnering. This will secure your relationship with your customers beyond the sales transaction.

Furthermore, follow-up and service create goodwill between you and your customer, which increases sales faster than if you did not provide such service. By following up with the customer after the sale you are laying the foundation for a positive business relationship. The ability to work and contact people throughout the account, discussing your products along the way, is referred to as account penetration. Successful penetration of an account allows you to properly service that account by uncovering its needs and problems.

On the swing side though, all businesses lose customers, and as a salesperson you need to learn how to handle these losses. We also introduce you to four actions you can take to win back a customer. If, however you don’t succeed, like a professional athlete, you need to take defeat gracefully, move on to the next contest, and perform so well that victories overshadow losses. A great method of compensating for the loss of an account is to increas e sales to existing accounts. From time to time customers may be dissatisfied with products for any number of reasons. Whenever you determine that the customer’s complaint is honest, make a settlement that is fair to the customer. Customers actually may be wrong, but if they honestly believe they are right, no amount of haggling or arguing will convince them otherwise. The level of service given before, during and after the sale can be the one differentiating factor between two companies, and the reason the customer chooses you over your competitors.