After the Sale - Nurturing Your Customers

You’ve done all the hard work, sealed the deal and delivered the product or service as promised. So, what do you do next? It is well known that it is easier to get more business from existing clients or customers than find new ones. How good are you post-sale?

Follow-up in stages

If you offer credit, thank your client when they pay your bill. It’s another chance to contact them. Don’t use it as a hard sell opportunity. Just say thanks and remind them of any guarantee you offer on the goods or services.

Depending on your buying cycle, send another email after a few months checking they are still happy and reminding them of the other services you offer. If you have a long-lasting product that they may not need to buy again for a while, then it can be a chance to request a referral.

Dare you ask for a testimonial or referral?

This can be scary as you may not wish to provoke a negative reaction but the best time to get a good recommendation is while the delights of your product or service are still glowing in their eyes. And when they can remember what they liked in particular. Getting specific recommendations in a customer’s own words are very valuable, rather than something bland you compose yourself. And, what they liked might surprise you. It might be the packaging on what you delivered or the fact that you answered the phone quickly that delighted them and made you stand out.

If a customer says they were happy with what you did you can reply “I am so glad you are happy, I know it can be hard to find a reliable xxxxx, I know people often have a bad experience with xxxxx. Then if they reply with a horror story you can empathise and add something like “Yes, well, if you know of anyone else finding it hard to get a good xxxxx, please pass on my details. Or let me know and I’ll save you the hassle and let them know myself.
If you have your smartphone with you, why not record their testimonial then and there and then write it up later? It will sound more natural than if they have to think too hard and write something formally.

Recommend a Friend

Depending on your business you may offer an incentive to thank those who pass on your details. This can vary from a finders or referral fee to a discount voucher or simply a thank you box of chocolates or free coffee.

Did your mother teach you to share?

Referral schemes are effective, but do you make sure you include a sharing link on all your blog posts, videos, etc? Make it easy for people to pass on your good work. Add “share” buttons with a clear call to action to share ”Did you enjoy this blog? Share it with your friends and colleagues.”

Handling lapsed sinners

When did you last contact your old clients with a well targeted message or offer to tempt them back?
Don’t simply rely on keeping them on an email list for occasional newsletters. Send something specific referring to what they bought from you and ask if they might need something similar.

Consistency of branding

In this age most people have e-mailers pouring into their Inboxes, are bombarded by special offers and if they go networking, probably meet competitors more often than you. It can be hard to stand out and be remembered when they might next need to call on you. Consistent branding really does help. Use the same background colours and of course logo on your Website, Facebook page, twitter profile, LinkedIjn, Google + page and emailers. They are all different sizes so you will need to adapt your content for each one. People remember pictures more easily than words so they might remember you as the plumber with the green spanner logo and then when skimming back through emails trying to find your details will not confuse you with another similar provider.

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Most of these ideas are just good common sense, but then again common sense isn’t very common and so it is well worth developing a planned programme of how to look after your customers to generate loyalty and repeat business.

Have you any great ideas for keeping in touch with your old customers? Do let me know below. And share, share, share.