Closing a sale is amazing, isn’t it? But do you care about after-sales as much as the purchase process? In fact, what happens after the sale is much more important than that moment when the customer swipes the card.
After reading this article, you will see post-sales with different eyes and you will never ignore its importance again.
Before delving into the techniques, it is necessary to understand that there are two types of after sales.
Active after-sales
It happens when the company contacts the customer to find out how the product or service is being used and to collect suggestions.
In this way, it is possible to carry out a good qualitative market research and accept these suggestions for improving the product or service.
When the process progresses, we have Customer Success (customer success) so that the customer is satisfied and successful with what was purchased.
Receptive after-sales
In this modality, we have a structure set up by the company to receive customer contact. This sector is called SAC (attendance or consumer service).
This service is trained to answer questions and respond to customer complaints.
Companies usually provide several channels to facilitate customer contact: telephone, email, whatsapp and online chat. Not a rule, but the more ways to serve the customer, the lower the level of dissatisfaction with the SAC.
In addition, companies usually create a page on the website called FAQ (frequently asked questions) in which they clarify the main doubts of customers to save them from wasting time with customer service.
Discover 5 techniques to build customer loyalty after purchase and make them a defender of your brand. And through them, it will also be possible to increase recurring sales by boosting your billing.
1 – Follow up
Establish a long-term relationship with your customer. Always remain in his memory. Make this contact via phone, email marketing or whatsapp. Create personalized messages: make the consumer feel unique. Ask how he is doing, how his experience with the product has been. Customize as much as possible. Take the opportunity to gather feedback, testimonials, constructive criticism to improve your products or services.
This management of contacts and returns can be done through a CRM (Customer Relationship Management) software and thus take care of the entire relationship between company and consumer.
Keep in mind that the closing of the sale is not the end of the relationship, but the beginning of a partnership that can last for years. It is the moment when the customer will value the contact because there is no longer any “interest” in the sale.
2 – Launch of products and offers
At the time of purchase, it is important to collect information on all customer interests. In this way, it is possible to make personalized after-sales offers. With this data in hand, there is even the possibility of developing a new product or service aimed at solving that specific customer problem and which can supply a slice of the market that is lacking in that specific solution.
In the after-sales, it is possible to strengthen this relationship and generate a sense of exclusivity by sending launch offers with assertive communication with a connotation of exclusivity, rescuing the customer’s memory of a previous conversation in which he complained about the problem that your product or service solves.
In addition to exclusivity, it is also possible to create sets of personalized offers for products or services that are already in your portfolio. The important thing is that the customer feels that the offer is exclusive to him. Thinking about the needs he already reported at the time of closing the initial purchase.
3 – Partnerships with other companies
Partner with other companies. Offer discounts on products and services from your partners. In addition to being an excellent argument for the initial sale, it can become an element of loyalty due to the bonus offered. The customer needs to see value in the advantage being offered. And most of the time the benefits are the differential that the consumer is looking for.
In addition to offering discounts from other businesses to your customers, offer discounts to partner businesses. This tasting can be the gateway for a customer who is loyal to the partner to become your repeat customer as well.
A customer usually sees more advantage in getting a bonus like another product or service than a financial discount. Use this trend to your advantage and work on your post-sales with your offer and be present as a bonus in your partners’ pre-sales offers.
4 – Gifts on special occasions
Consider sending something other than a discount coupon via email marketing. Everyone already does it! How about sending a personalized treat?
Your company will certainly remain in the memory of customers who, in addition to returning to continue consuming, will also recommend it to family and friends.
Think outside the box and be different! The competition is huge and a successful after-sales service is one that makes the customer feel unique with exclusive treatment.
5 – Be ethical
Always be transparent with the customer. If there was a problem and an exchange had to be made, for example, keep the customer updated on the process. Clarify your rights and duties. Most of the time the customer doesn’t mind having a problem with the purchase or products as long as the solution is transparent and honest.
Did you promise a promotion or an over delivery? Delivered! Did you have an unforeseen event? Explain, justify and open options for your client to choose how to proceed. Whether sending a gift, discount or even a payment reversal.
Yes! Returning a purchase is also part of a successful after-sales service. Don’t soil your image with this client! Even though he has problems, he can refer you to other people if you show firmness and honesty in the process.