Key post-sale actions

Every time the development cycle of a sale is completed, a new stage of relationship with the buyer begins, which is decisive in gaining entry to the "Virtuous Circle of Professional Sales" © and continuing with successes that end up positioning the product in a differentiated way. or service, the brand, the company and its representatives. (two)

This period is known as "post sale" and its effect is to solidify each new link obtained through the contribution of quality products and services through professionalism in the management of its representatives.

The benefits that it really provides are not so widespread due to the simple fact that it is not a frequent practice in companies of all sizes in Latin America and Spain.

The benefits it provides

The following description contains valuable sales potential in all areas and activities, especially beneficial in times of high competitiveness and recessive market environments, are sufficient arguments for careful analysis and reflection:

The future reiteration of new purchases. Your product or service may end up being consumed on repeated future opportunities to the extent that the level of satisfaction achieved is known and explicitly confirmed, both for the quality of what is provided as well as for the attention provided by the different representatives of the company. specific aspects that can boost your sales. Each offer contains benefits to provide, which gave rise to its commercialization. In addition to this, the fact of knowing what is most appreciated, the different uses or applications that have been given in its use, your valid positive comments to promote new sales, or your criticism to immediately correct what can avoid losses shopping,These are some of the aspects to be detected and analyzed in a timely manner to proceed to solve and improve them. The consolidation of the incipient trust acquired. The act of "showing face" after obtaining an order constitutes an act that reaffirms the trust that has been obtained in the sale stage. This is highly appreciated and valued when accompanied by a sincere, explicit, and effective purpose of ensuring the effective enjoyment of the true promise that led them to make their purchasing decision. This capital is highly valued in professionalized sales. We refer to the recommendations of a satisfied customer regarding their relationships, which, being recommended with effective data, are the most direct way to obtain easy sales for new customers to achieve.

The key aspects

Good intentions are not enough. Only the actions that are consistent and effectively perceivable by the clients are valid, if it is desired to capitalize the benefit provided by any post-sale action.

It happens that, after advice to solve problems or meet the needs of the new customer, «your purchase decision has been based on the purchase of a certain promise to enjoy such benefits, argued when you become a property owner or user) of the product or service. ”(3)

The post-sale strategy that is established and applied establishes the way in which said promise of enjoyment is fulfilled, allowing the bond to solidify and generate more sales in the short, medium and long term.

A very common mistake is to observe that only some members of the sales team apply it consistently and effectively. This reflects the absence of a criterion of the management in this regard, which logically concludes that everyone does what they think best.

Consistency in these key actions is achieved only when they are an unavoidable part of the management of each representative as part of a quality program in customer service established by the commercial management or the president of the organization.

All the information of what is revealed in the post-sale visit is very important to register and manage the data efficiently so that it becomes the support of decisions and actions that effectively generate more concrete sales.

In this way, and in order to achieve the desired goal, the following key aspects must be covered:

The purchase expectation and reality. The presence of the person who completed the operation is the most important thing in the post sale. The fact of "showing face" to check whether reality reached, exceeded or was lower than what made you make your purchase decision, is the main task to be carried out.

In the event of having found any aspect that prevents their immediate enjoyment of benefits, these should be corrected "to the customer's total satisfaction", especially if they have been errors generated by quality, lack of pre-delivery control, etc., of part of the selling company.

When it comes to products or services for mass consumption, this aspect is equally feasible nowadays, since post-sale monitoring can be carried out with complete objectivity and efficiency through accessible consultation methods.

A simple e-mail inviting you to answer an online questionnaire, allows you to fill out this important aspect quickly and effectively, immediately displaying the data that shows the result achieved in this instance and in this aspect, or others. (4)

Willingness to repeat purchases. This allows establishing the initial loyalty level obtained to plan new sales actions as well as developing cross-selling strategies in the future. References for new sales. According to the level of satisfaction verified at this stage, post-sale is the best time to obtain references to generate fresh sales opportunities and with very simple conciseness by reason of origin. Support for the structure of the company. Being in tune with a quality policy in customer service, all other representatives must proceed in an efficient and cordial manner in solving the problems or inconveniences raised by the customer. When there is no serious commitment to it,what we frequently appreciate as consumers of products or services of even important companies occurs.

The companies that consistently apply an after-sales action program are those that will be able to account for its true magnitude that it has represented in the course of their business, since they constitute essential and strategic aspects that translate into solid results and high profitability.

This is not exclusive or exclusively for large companies. It is very interesting to note that it is also successfully applied by medium and small companies.

It is not a matter of dimension or resources but of conviction and quality policy, closely linked to the mission of each company and the determination of its managers to fulfill it.