Customer Care

4. Follow Up the Sale

What you do after making a sale can make all the difference between turning your new customer into a loyal repeat buyer or letting the opportunity slip. It is bad business to take your eye off the ball at this stage.

4.1 Offering excellent after-sales service is often an inexpensive way of edging your business ahead of the competition.

• Explain what level of service is provided - and any cost - at the time of the sale.
• Following the sale, make a courtesy call to check that everything is all right. If you have numerous customers, give them feedback cards (with pre-paid postage) which they can fill in.

4.2 Consider how you will stay in touch.

• Plan to make visits to your customers - or invite them to your premises - to discuss their needs. It may be helpful for your customers' technical or accounts staff to meet their opposite numbers in your business.
• Make full use of your database of customer information. For example, sending information on new products and special offers in an occasional newsletter.
• Use advertising as part of the process of keeping the contact going. It is often read by existing customers and can help to make them feel comfortable about your business and its products.
• Give customers the names and numbers of people to contact in case of need. Key customers can be given home or mobile numbers for out-of-hours emergencies, where appropriate.