Some salespeople do a great job of selling until the prospect buys. Then everything changes. After the prospect takes ownership of the product or service, salespeople become scarce. That’s a problem.

Once a sale is complete and customers begin to use a product or service, they’re going to be anxious to see positive results. They may also have challenges and problems, and nowhere to get the answers, because the salesperson is busy closing other deals. That’s not a reputation that will get repeat sales or inspire long-term relationships.

4 negatives

Ask yourself if your salespeople are guilty of one or more of the following negatives that destroy long-term relationships:

1. They’re focused on getting the next sale. Once they’ve made the sale, they’re on to the next one with no time to turn around and make sure the customer is maximizing the investment.
2. They’re afraid to hear the results. What if they do a follow-up meeting and the customer is upset because problems have developed? It’s easier for them to just keep quiet and hope for the best.
3. They’re not really sure how to help the customer maximize the investment. They know a lot about the features and benefits of a product or service, but very little on the various ways this product should be used to solve problems for customers.
4. They forget that no product or service is excellent by itself. It’s excellent only if it fulfills a customer’s need. Needs change and that’s why an effective after-sale approach is essential.

Training tip: Ask your sales staff to cite instances when a new customer failed to become a repeat customer. Look for specific reasons the relationship failed.

Scheduling checkups

Encourage your salespeople to schedule checkups after delivery is made. Even when a product or service is basically complete at the point of closing, you can still help your salespeople come up with a post-closing checkup meeting.

These meetings can be formal or informal and can take place face to face or over the phone. Scheduling post-purchase meetings before the closing sends a clear signal to prospects that a partnership is actually beginning.

It’s the best way to make sure the customer is happy with the product and to get feedback on ways it could be improved.

Training tip: Have your salespeople ask themselves to answer the following question, “What would I do if I bought my own product or service to make sure it produced the best possible results?” Then ask them to put together tools, information and meetings that would help their customers do the same thing.

Come up with objectives for what they’re going to review in the check-up meeting. Write them down and tell your salespeople to share them with customers, especially new ones. It may reduce the fear of failure among your team or improve their confidence in your product or service. It’ll also help your salespeople separate themselves from the competition by establishing a strategic after-sale process.

Adapted from “Consultative Closing,” by Greg Bennett.

Tags: closing, feedback, Follow-up, relationships, reputation