Did you know that getting the sale is the first step to customer loyalty? Your choice of how to do an efficient after-sales says a lot about how the company puts its brand in the market and how much it cares about consumers.
Let’s go with the following data: Adobe’s 2018 Digital Trends report showed that about 79% of consumers want companies to care more about their needs. Another study by H. Interactive shows that 9 out of 10 consumers wouldn’t mind paying more for a product if they had better service.
When considering the data above, it is possible to draw the following conclusions: the customer buys not only the product, but the way it is treated; knowing how to do an efficient after-sales service is totally linked to excellent customer service.
Let’s see more about how post-sales is linked with customer retention.
The importance of after sales
Many may not consider after-sales as an unimportant step, however, it is a mistake to think that way. The after-sales guarantees several benefits, among them:
- Customer satisfaction;
- Lead loyalty;
- Indication of future partners;
- Customer relationship;
- Deeper understanding of customer needs;
- Support and guarantee of results.
Therefore, it is important to invest in a good CRM and in the sales team so that the company can take advantage of these benefits.
Customer satisfaction and retention
The company’s brand is related not only to investment and product quality. It is necessary for the after-sales, which can be a separate team in the company, to ensure that customers are having satisfactory results after the purchase.
To know this, it is not enough to call and offer a multitude of other products. As mentioned above, consumers want to know that companies are really interested in their needs.
For your business to demonstrate that it cares about its customers, it is interesting to employ qualification and engagement techniques to retain old customers and attract new ones.
See below how to make an efficient after-sales service and retain more customers.
How to increase customer retention
First, it is necessary to know the customer in order to build loyalty. How does he think? What does he need?
By knowing customers’ habits, personalities, values through forms and other attraction marketing strategies, it is possible to employ more techniques such as AIDA.
Attraction, Interest, Desire and Action are the meaning of the acronym AIDA. This method can be used in all sales steps.
First, the aim is to attract the lead through the company’s presentation and values. Interest is heightened by the solution, which leads to awakening the desire to purchase the product, followed by the action that leads to conversion and purchase.
To follow these steps, all marketing and sales are aligned so that more techniques are used, such as follow-up.
What’s up, how are you? It is a banal question, which demonstrates interest in the subject. Follow-up calls are very important to know the progress of the after-sales service. Active after-sales is more involved in this part, in which the commercial team questions satisfaction with the purchase, whether the service is going well, shows interest in the customers’ needs and, opportunely, offers continuous solutions for the pains that occur after the purchase.
Effective follow-up goes beyond phone calls. It’s building a customer relationship. The same can be said of passive post-sales, in which the customer relationship staff provides the necessary support to customer queries. This gives more credibility and confidence to your brand.
Along with marketing, customers are nourished with rich content: newsletters, e-books, videos, webinars… The follow-up adds more information that can provide more material for marketing the real needs of customers. In this way, the relationship continues to be built and customers have access to company news to continue engaging.
Through this means of communication with rich content, leads are more interested in the content and are stimulated by new mental triggers that encourage more audience and more conversion.
Fulfillment of the agreement
It sounds absurd, but not everyone takes seriously what was agreed in the commercial business. A salesperson who doesn’t follow through on agreements is not a good salesperson, and by doing so, they risk not only losing the customers they already have, but also losing new ones through word-of-mouth marketing and its derivatives.
Gifts and treats for customers
Who doesn’t like to receive gifts? Customers like it too. Therefore, investing in bonuses can be a good strategy. A happy birthday in the media, offering discounts or invitations to events are a good idea to keep customers close and feed a positive image of your company.
When customers are treated well, they hardly turn to the competition, even if the price is more affordable. As already mentioned, good service is an important value for the consumer, no matter which stage of the funnel they are in. Therefore, if you want to retain more customers for your company through after-sales service, customer service should be a priority.
It is also important to align the sales and marketing team to be trained to offer the best reception and customer support, whether on social networks or other means of communication. By doing this, the chances of customers recommending your company’s services are even greater, as credibility and relationships were built by various after-sales means and techniques.
Count with ASB Marketing to increase your sales
If you want to implement demand generation strategies in your business, it is of paramount importance to start with planning.
In this scenario, understand your audience, online behavior, preferences and, especially, make an analysis of your competitors and current demands of the market.
Then understand how your sales process works and what characteristics need to be changed to meet your ideal customer profile.
In addition, it is essential to keep in mind that demand generation does not only occur by paid media, on the contrary, inbound marketing actions (attraction marketing) and demand generation generate very advantageous results for organizations when well employed.
Finally, you can count on an experienced marketing and sales company to support the implementation of these strategies, such as ASB Marketing.
With the best innovative methodologies and tools, ASB Marketing finds its ideal customer and qualifies them through fully automated and personalized email cadence.
When the lead arrives at the purchase decision phase, we only passed on to your commercial team to close the negotiation. With this, we guarantee increased sales, reduction of trade cycle, cost optimization and support in long -term business expansion.
Do you want to know more? Go now and see how ASB Marketing can help your business!