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By: Geoff Keifer, SnapDragon Associates
Jul 8, 2015
I have made a career of Building Sales Teams for Success using Effective Sales Management and Coaching Practices. This series is intended to add definition to The Sales and Sales Management Process. As valuable as “Sales Training” programs can be in preparing a salesperson to be effective in representing himself and his product or service to the customer… –This lesson addresses the extreme importance of being proactive in the follow-up and execution of the order.
Most Salespeople rely upon Repeat Business to sustain their income. Yes there are some who live in “one-off” sales environments in which they never see or hear from their customers after they close a sale, but the majority of these still rely on referrals and word-of mouth to help generate future business. The simple truth is that sales as a discipline is less about “getting the order” than it is about “keeping the customer”. So what’s so important about the Second Sale?
A Prospect does not really become a Customer until they have re-ordered, or given you the Second Sale. A first sale is just a test… a test of you and your company. Once that is understood, then the process of selling is broadened considerably. It means the “close” is more a Beginning than an End of the Sales process. What comes next?
Execution: Experienced salespeople know that once an order is received, a promise is made. The most successful salespeople know that they need to walk the order through its journey to ensure that it is entered correctly, picked properly, shipped on time, and received in good condition. That’s a trip to the office, or at least a few phone calls and e-mails. Dropping the ball on any of these potential trouble-areas increases the likelihood that when you next visit your customer, you will learn that their experience was memorable in all the wrong ways. A first order is also more likely to have problems than subsequent ones. The address is not in the system, hasn’t been tested; the order-picker doesn’t know what, if any preferences exist for this new customer; the driver’s never been there before, etc. Do yourself a favor, and touch the bases to make sure this important order (promise) is kept.
Follow-up/Service: Once you’ve determined internally that the process has gone per plan, (and not before), check with the customer to ensure he has been completely satisfied. Then react appropriately. If he’s satisfied, thank him for the order, again, and lay the groundwork for the second, third, and fourth sales. You’re on your way to building a loyal customer relationship. If there has been any dissatisfaction, get on it. Make it right. Even first sales that have gone wrong can be saved, if the reaction is timely, efficient, and creates a good result. On the flip-side, second chances for failed performance can be a LONG-TIME coming…
SnapDragon Associates- Recruiting for the Building Materials Industry 