In this era of hypercompetitive and globalized markets, the option to buy a similar product or service again allows the consumer many similar and competitive options.
Faced with this diversified offer in their favor, every client who has a need or problem to be satisfied or solved has a tenuous commitment to a brand unless their experience has been highly supplying differential satisfaction.
For this reason, and in the face of a new need or problem, it will only buy again if the positive experiences in this regard have been favorable and beneficial beyond the options it has.
The memory of such differential experiences in the past in their favor is what contributes significantly to the reproduction in the future of each new bond obtained.
Despite coinciding with this appreciation, sellers often consider that the sale has been fulfilled with the signing of the order. With this, and in case of not modifying this reflective and attitude routine, they will be far from obtaining their satisfaction and loyalty to them for new future sales and even less to obtain referred prospects.
In the aftermarket, there is the first and great opportunity to achieve this valuable purpose, which many companies overlook…
At this moment of the bond initiated by the seller, it is the best opportunity to ensure your satisfaction and start a stage characterized by the strengthening of your trust towards the representative and your company.
After this introduction to a key topic for every business, you have surely wondered:
What are the conditions and actions that should exist for the after-sales to be effective?
The following are the most important and do not exclude the incorporation of other actions that may widen the difference with respect to the similar ones provided by the competitors of each business:
The representative who made the sale must be present at the time of receiving the product or initiating the service. This first post-sale visit is so important since it assures the client that the company and its representative are truly committed to the satisfaction argued at the sale stage.
In the event of any inconvenience that may arise, the representative must take immediate corrective action to achieve compliance with the certain promise of enjoyment argued in the sale process. This may imply replacement or repair for defects, clarifications inherent in its most convenient use, etc.
In the after-sales, the representative has the best opportunity to obtain referrals from the satisfied client, which will allow him to generate fresh sales easier than before a prospect developed without this important recommendation.
Post-sale complaints should consider the same attitude on the part of other sectors of the company (administration, service, etc.) and their sales representatives for the sole purpose of continuing to provide customer satisfaction.
Take these key aspects into account and persevere in their realization, the cheapest and most effective means of ensuring future loyalty for new sales.
A satisfied customer is achieved only with facts that really provide it. From then on, what I have called "The Virtuous Circle of Professional Sales" will begin to be generated, where they will buy again in the near future, but also, they will discuss it with friends, colleagues and family, giving rise to prospects referred by them. This will slowly but solidly increase sales and, as it continues to be applied over time, will provide the quality image necessary to differentiate itself from competitors in the market niche in which it operates.
Philip Kotler expressed that "selling to a satisfied client is five times cheaper than obtaining it with a new client", so it would be appropriate to ask: is this not a good time to start benefiting from the consistent application of these after-sales criteria in the business itself ?.
© Copyright 2008, by Martín E. Heller
