Module 13 • After-sales service
product is an indication of the salesperson’s willingness to render after-sales service and making sure the customer is satisfied.
• Follow-up to ensure continued satisfaction. It is important that the salesperson follows-up on a regular basis by giving the customer a call or visiting the customer. Once again, this is of utmost importance in business-to-business sales.
This is also done where a customer has bought an expensive product, for example, a new car. The salesperson must follow-up regularly to make sure the customer is still satisfied with the vehicle. This way the salesperson might obtain more referrals or make extra sales to the customer.
• Follow-up to determine future needs. Follow-up can also occur after a time with the view to further business or future needs. Such a visit not only ensures good business relations, but could also lead to further sales.
• Adjustments to order Follow-up visits can also be made with the explicit purpose of making adjustments to the original order. Economic (higher/lower interest rates and inflation) and other circumstances (extraordinary weather conditions) can also lead to an increase in demand and new contracts signed. Salespeople who are alert and out to benefit from the situation can easily sell additional products.
• Follow-up of existing customers for obtaining prospects If the salesperson follows up his already satisfied customers regularly, especially soon after the new sales, good leads (people with a high probability to buy, for example they have a need for the product as well as the ability to pay for it) can be obtained for future prospects and customers.
• Follow-up with the view to providing service The salesperson must always be of service to the customer, so he must be willing to help, finding solutions to problems, giving advice etc.
For example, a salesperson from Samsung must provide his customer Makro, with display posters, competition entry forms, banners, training the Makro sales staff responsible for selling Samsung etc. The Samsung salesperson must feel as if he is part of Makro, always looking out for their best interest.
If the salesperson acts this way, he not only strengthens customer relations but creates opportunities for further sales.
• On customers’ request
It often happens that customers ask the salesperson to call to assist with a problem he is experiencing, a favour he needs (special delivery), etc. The salesperson must always be willing to help the customer and keep the customer satisfied.
4. The planning and execution of follow-up activities
There are many specific activities that can help the salesperson to build sound customer relations. He must know his product and business well (Module 2), but above all must have a thorough knowledge of the customer’s needs, problems and business (Module 7). This knowledge will help him to identify activities with which he can help the customer.
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