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How To Improve Your Customer After-Sales Care.


Many business owners leave money on the table with the way they manage customer relationships once a sale or project has been completed.

Your customers want to be wooed and chased after, even in the simplest ways but when such basics are skipped, you find that a cold silence ensues between you and them thereby decreasing possibilities for generating repeat business and their referrals to potential clients.

It takes a whole lot of effort and resources to win a new customer than it takes to retain and serve current ones, so why is this not better managed by more businesses?

Do you think it's not important? Do you think your customer has no other need for your product or service? Do you just not know how to keep the relationship going?

If you're thinking that it's time to scale your business then you're going to need to focus on retaining your best business customers and how successful you'll be at this will be dependent on your after-sales care.

You may consider any or all of the following suggestions:

  • Ask for feedback. If you don't ask, you send off a message that you don't care what they think. And if you don't care what they think then they won't care about doing business with you again.

  • Up-sell another product or service. When you develop your products ecosystem, you should always ask "what else can I offer my clients/customers as an add-on?" i.e. what will make you increasingly indispensable to them. For example, I have a client that offers web development, branding consultation and digital marketing services to their clients. Assuming a client commissions them to build their website, they could then up-sell digital marketing packages to complement their web development work. Most times, the client is oblivious to what else they might need so it is your job to SELL! A discount as an incentive is not bad to throw in either.

  • Keep them posted. Add your customers to mailing list and send periodical newsletters and email blasts to let them know about sales, new products or services you now offer, events you're holding etc. It's alarming how many small businesses in Nigeria underutilise their mailing list.

  • Timely follow-ups. Occasionally, drop your client/customer a personalised email asking how they're getting on with your product or the output of your service. Ask them if they have other concerns or needs, just show you care.

At the end of the day, customers are people like you and I. They want to know that you're not just interested in their money but also in what is important to them. Those who strike this balance well not only build up a loyal customer base but create brand evangelists. Before you know it, you'll find that you don't need to commit resources towards marketing efforts because you have raving fans who do all the work for you by telling others.

Need help with customer attraction and retention? Book in a free strategy call today and download my brochure to learn how I can help you!

Abuja, Nigeria

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