If you look at most sales teams, a great amount of effort is put on finding leads and closing sales. Salespeople will spend hours memorizing their sales pitch and coming up with up with answers to objections that people have. With so much focus put on making a sale, the period of time after the sale is often forgotten about. Too often, as soon as businesses make a sale, they forget about that customer and just move on to the next. If you aren’t doing anything after the sale to retain you customers, you are missing out. In fact, according to the Center for Retail Management at Northwestern University up to 15% of a business’s most loyal customers account for 55-70% of the company’s total sales. Now that’s a big deal!
Along the top are four phases (Attract, Convert, Close, Delight) that turn strangers into visitors, leads, customers, and promoters.
The inbound marketing methodology is the process of turning a stranger into a lead, then into a loyal customer, and lastly but most importantly a promotor. Before customers will recommend a product to their friends and family they will judge the pros and cons of their purchase. Customers don’t just look at the time before the sale, they actually feel most of the benefits after the sale has actually occurred. You must not neglect the final step and spend time on the Inbound Delight phase. The period of time after the sale is a crucial time to ensure that you delight your customers, they will then become your most valuable form of marketing.
Wondering what to do after you close a sale? Here are 3 tips:
1. Give Freebies
Giving customers a free gift will never go out of style, as long as it’s done in with authenticity. A good example of this is Dollar Shave Club. Their business model completely depends on customer loyalty and delight. Every once in a while they will add free shaving cream to a monthly order as a surprise to customers. Not only do customers love getting free stuff, but they are also trying out more products that could lead to more sales in the future. If you are wondering how to get more repeat customers, start thinking about what you can give them.
2. Be Proactive With Customer Service
Customer service is a big deal. Some customers actually buy products simply because they know that they will be taken care of by a reputable brands great customer service. Zappos is a company whose business model is all about great customer service and creating a ‘Wow factor’ for customers. Creating that wow factor is more than just a help center or a FAQ section on your website. Businesses will benefit from being proactive and anticipating customer’s needs. This could look like regular check ins with customers after they have purchased from you, especially if you know that they may need a refill or update. Anticipating the needs of your buyer persona will lead to more loyal customers.
3. Reward Loyalty
Once you have loyal customers, it is a great idea to reward them for their loyalty. People don’t like to be taken advantage of and may even have a sense that they deserve to have privileges for being loyal. The most common way this is done is through a loyalty program. Most coffee shops do something like this by offering a deal like ‘Buy 9 coffees and get the next one free’. These programs work because customers feel like they have earned something once they have bought that much coffee. Rewarding loyalty is not just for coffee shops, any business can do it. Customers feel a great sense of delight when they are rewarded for their loyalty.
If your sales team has only been focusing on the process leading up to the sale, and neglecting the time after the sale, it’s time to make a strategy. The inbound methodology does not just stop after your sale, you must give attention to delighting your customers. Not only will they be pleased with you and have a great taste in their mouth, but they will become evangelists of your company. As with all strategies in an inbound marketing campaign, it all starts with understanding your buyer personas. Having a deep understanding of your customer’s behaviors and motivations will give you great insight on what will create that sense delight they desire.