The Importance of Follow Up After a Successful Sale | Professional Selling Skills Training

Following up is an important part of the process. You’ve made the sale. Now follow up to find out that products and/or services were delivered/installed/executed to the client’s satisfaction. Show that you care and that the customer’s satisfaction is as important to you as you said it would be when you were making the sale. Don’t let, “I care,” “I’ll be with you every step of the way,” or “Don’t worry, you can count on me” sound like they were only empty promises in the end or, worse yet, lies you tell to make a sale. Beyond ensuring that the process went smoothly and that the customer is happy, maintaining the relationship is part of laying the groundwork for an ongoing relationship and future sales. Now, when you call, you’re not another salesperson, but a trusted provider. When you follow up, you’ll not only be continuing a positive interaction with your customers, but you’ll also have an opportunity to ask for testimonials and referrals.

How To Follow Up after the Sale

• Once you’re following up, you’re in the customer-care mode, making sure that your clients are happy and keeping doors open for additional sales.

• Following up should be soon after, but create a schedule for periodically checking in. Eventually, it will be time for an upgrade or a change, or you might just catch someone at a moment when he or she will say, “What perfect timing! I could use . . .”

• Create a process for sending periodic product/service updates and advice through newsletters (online/hardcopy) or e-mail.

• Send out updates, keeping clients apprised of company news and special offers.

• Ask for feedback. Encourage not only positive feedback but also any thoughts or concerns that would lead you to refine the service or make any corrections or changes along the way.

• You also would rather have a chance to offer a change or something to make up for a difficulty than not know that the client is unhappy. (If you don’t ask, the client may talk to others or even return/cancel your product/service without your ever having a chance to rectify the problem!)

• Keep a calendar of special events such as birthdays. Birthday cards are a friendly way to keep in touch.

• It’s all about relationships!

• Following up is a great opportunity to collect feedback, testimonials, and referrals—and even to plant the seeds for future sales.