You’ve done it! Your customer made the purchase and they’re quite happy with the product or service they’ve received as a result. But how do you make sure that sense of satisfaction you’ve worked so hard to earn doesn’t fade?
Through the right post sale techniques, you can earn more loyal customers and offer additional support to those that have already made a purchase.
Here’s what to do after the sale to keep your customers happy – but first, let’s cover a quick definition of post sale techniques.
Post sale techniques – what are they?
Post sale techniques are the ways companies keep in touch with or serve customers after they’ve made a purchase (post sale). While any company worth its salt understands the importance of effective sales techniques, some companies take post sale techniques seriously and others don’t.
You can tell which is which by seeing if the company has a legion of loyal customers. If they do, they probably place a lot of importance on the ‘afterglow’ of the sale. If they don’t, you can see why many of their customers are one-time purchasers.
The best post sale techniques to use
Understanding that post sale techniques may be the key to building loyal relationships with your customers is the first step. Now, you need to understand the variety of post sale techniques you can implement to see results. These are our 5 favorites.
1. Personally follow up after a purchase.
Below, you’ll see a recommendation to send automated emails detailing delivery expectations and the prerequisite “Thanks for ordering” to your customers, but this one’s a bit different. You can personally follow up with a customer after they’ve made a purchase and briefly outline the next steps for them – here’s an example.
Hi Tina! I’m Bob, the CEO of CompanyA. Just had the notice come through that you’ve placed your order for ProductB, so I thought I’d reach out and let you know how much we appreciate you choosing us.
Just a heads up, you’ll receive an email with delivery information in the next hour or so, as well as a reminder about confirming your account – I highly recommend doing that, as it will give you access to all your account information, tracking information, etc.
Thanks again for choosing us and let us know if you need anything along the way!”
2. Make it simple for a customer to access account information.
Once a customer has made a purchase, they shouldn’t have to contact you to find their account information, shipping and tracking information, rewards or points information, etc. Make it simple for your customers to access their account information by making signing up for an account a seamless part of the original purchase transaction.
Let the customer know in their confirmation email the ease of checking real-time account information directly on your website. This is one step toward earning customer loyalty – they’ll appreciate that you made it easy for them to access information regarding their order and account.
3. Use automated emails to communicate delivery expectations.
You’re in charge of setting your customers’ expectations of delivery times. By setting up automated emails that let your customers know when they can expect to receive their delivery, you reduce the number of incoming inquiry calls about delivery times, misunderstandings about delivery dates, and customer dissatisfaction.
Even if delivery will take longer than a customer originally expected, being upfront about estimated delivery dates will pave the way for creating loyal customer relationships.
4. Understand the most cost-effective way to get your product to the customer.
You should know the different carrier options available to you for shipping products to your customers. By knowing all your options, you can choose the most cost-effective means to deliver your products to customers. This sometimes means using different carriers for certain packages – for example, many businesses use USPS for smaller packages while relying on carriers like FedEx or UPS for larger packages.
5. Give a little bit extra to your customer.
Finally, you can work on building customer loyalty by including something extra in your shipments. We’ve heard about fashion companies spraying one of their signature perfumes in clothing shipments so recipients receive a fragrant (and brand-strengthening) surprise when they open the box.
Throw in a sample or two if you have them. If you sell spices or food mixes, include relevant recipes on a sheet of paper in the box. Include a coupon or discount code. Get creative to give a little bit extra to your customer and they’ll return to you for their needs in the future.