Tool Box
Issue No. 38 - December/January 07/08
Sales don\‘t end after the deal is done
by Ali Uren
Too often in business we chase the sale, get the sale, then move onto the next client or customer before really completing the client management process.
We all know repeat business makes economic sense, but few companies pay the after-sales care process the much-needed attention it deserves.
The process of client or customer management is never ‘over’. Even after the goods or services have been delivered it should continue to move in a cyclical manner.
Successful business is about creating on-going, sustainable relationships. In a perfect world we should stay in touch with our clients, keeping them informed and keeping top of mind.
Unfortunately in business services — and retail to a degree — there are often no policies and procedures in place to manage client satisfaction, or dissatisfaction. If we don’t hear from our clients after the sale has been made, are they satisfied? Not always.
If there is no system in place giving clients the opportunity to express what they like or dislike about the service you or your employees provide, most buyers will ride off into the sunset without saying anything. Their immediate circle of friends and colleagues may hear different.
If you are a larger business with a larger database it is highly likely that you will use software to manage ongoing client contact in order to be efficient and cost-effective.
That may be fine for generic product/service offerings, but it does need support — a personal, human touch whether it is by telephone or face-to-face.
After sales culture
To implement excellent after-sales care you need to foster a culture of service among your team — to create a vision of how you want your clients to perceive your business.
Unless your team feels a genuine desire to serve the needs of your clients, any after-sales care program will be half hearted and ultimately will fail.
So what can you do to make sure your ...
