One of the easiest ways to increase B2B sales productivity is to continue to sell to current customers. This is done by actively creating and nurturing a relationship with them. It takes far less time, energy and money to sell to a current customer than to sell to new customers. Many salespeople make the mistake of not following up after the first sale. But by implementing an after sale plan, a company can increase sales with repeat buyers.
Keep in Regular Contact with Customers
A good way to remain in touch after a sale is through email. In most cases, a salesperson has the customer’s email address. Sending periodic emails with information about new products or upcoming sales is a good way to bring about new orders. Any method of communication works to build a relationship. Sending tweets on Twitter, a newsletter, text messages on smartphones or automated phone messages are all ways to remind customers that your company offers products or services that they need.
Ask for Feedback
Another way to follow up with customers is to ask them how the product or service they purchased from you is working out. Many customers are eager to discuss their experiences or may have questions. Getting feedback offers companies the chance to learn what areas of the company need improvement. A company dedicated to great customer experiences can expect more repeat business. By asking customers for their opinions, you show that you value them and this is an excellent way to nurture the business relationship.
Nurture the Relationship
When following up with customers, it is important not to bombard them with sales information and promotions. This aggressive hard sell may put some people off. A better approach is to offer useful information to the customers. Articles on the industry, videos or tutorials on the products, or case studies about how the products have helped other customers are other methods for keeping in touch while also nurturing the relationship.
Make Product Suggestions
After you get to know a customer, you are in a better position to recommend other products or services he may be interested in. This is a very effective way to increase sales. Since you have listened to the customer and showed interest in helping him, the customer is more willing to accept your product or service suggestions.
If you don’t follow up with customers after every sale, you are missing a chance for repeat sales. Customers often buy related items down the road, and by nurturing a relationship with them, it is far more likely they will contact you when they are ready to buy. Smart salespeople understand that following up is an important part of the sales process. With regular contact, you create long-term repeat customers.
