NFIB

What Do You Do Right After a Sale?
04/ 02/ 2002


After the completion of a sale to a business organization, too many salespeople simply drop off the product that was sold (or make sure that it has been shipped) and forget all about the customer for awhile. This is almost always the wrong thing to do - and in today's Workshop, Jeffrey Moses shows why.

Immediately after a sale has been finalized to a company, salespeople have a chance to shine. First, they should make sure that the product has been shipped on time, and that it has been received by the proper people within the company. Then, they immediately should begin acting as a consultant- to make sure that the product is being used properly, that it's just the right model, that all employees know how to use it, that proper safety principles are being practiced, etc. This is not only good business, it sets the stage for future sales to the same customer. Why? Because a good salesperson who follows up completely after the sale becomes trusted and respected, like an indispensable part of the company.

Many salespeople experience that they really don't get to know a company until after the first sale has been completed. During sales presentations or negotiations, the customer might seem standoffish, reluctant to become too friendly or trusting. This is natural, but after a salesperson follows up in a helpful way, the customer very likely will become more open and friendly. This allows the salesperson to learn all the more about the customer's business, and in the process to determine exactly what needs the customer has. Then, when the salesperson presents additional products to the customer, there is a compelling reason for the customer to take a close look. When it becomes obvious that the suggested products would, indeed, help with needs that the company has, it's quite likely that quick additional sales will result.

All successful sales organizations are aware that the best potential customer is someone who has recently made a purchase. Think of how many catalogues you begin receiving in the mail immediately after you've purchased something by direct mail. These organizations know that you're a likely "target," and they'll put additional resources into making follow-up sales presentations to you. The same principle work when you make a sale. Your customer is your best chance for an immediate additional sale.

The real beauty of this concept is that it encourages good sales practices. Salespeople really should follow up after the sale - and they should get to know as much about a customer's company as possible. As often happens in business, doing things the right way is good business, and leads to greater revenue and profitability.

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