October 9, 2009
We have spent hours and hours talking about the importance of customer service and how that should be the foundation of every sale that you make. We have not talked however, about the importance of customer service after the sale. I believe that when most people hear the words customer service, they automatically think of the service that occurs during the actual sale.
Most salespeople provide quality customer service during the sale because the satisfaction is immediate and it is a means to an end. In other words, good customer service leads directly to a sale. However, the top salespeople are not on top because they make one sale to each customer. They are on top because they make multiple sales to repeat customers. So, what sets them apart from others? The difference is that the professional salespeople are providing that same high level of customer service after the sale as well. I know that people want to buy from their friend in the industry.
My automobile guy is my automobile guy because he is my buddy in the business. We do not socialize very often; in fact, we rarely see each other. However, he is my guy. Since he is my guy, he has also sold cars to my sons, daughter, and friends of mine who are in need of a car. I just happen to mention his name and give out his business card. My insurance guy is my insurance guy not because we are friends but because he is the nephew of my wife’s best friend. For this reason alone, we have our homeowners insurance, car insurance, business insurance, and health insurance with him. I imagine you can guess with whom my children have their insurance. Your right, my insurance guy. I might also add that once these two people had secured my business they have lived up to my high expectations, which in turn has caused me to give them a tremendous amount of referral business.
Your business is no different, get your customers to think of you, as their friend in the industry and you will be amazed at the snowball effect it will have on your productivity. Some of the things that need doing should be obvious to you including: follow-up calls, written thank you notes and so on. Many more things that need doing are usually overlooked and in the coming weeks I will share with you some of these techniques.