It is incredible how many opportunities are missed in business due to the lack of an organized after-sales plan. Certainly most companies focus their sales efforts on attracting new customers, and this is only one of the three ways to grow a business, it is even one of the most expensive ways to do it.
To attract new customers you must invest time, resources and people in making yourself known, generating trust, following up and paying attention until you reach the sale, right? Unquestionably this way of generating results is important for every business, but it is incredible that they forget the two other ways to earn more money by focusing efforts on your current customers to: Increase Average Sales per Customer, as well as Increase their Purchase Frequency.
With these options to focus your sales, you are allocating resources, time and people to work with customers who already know you, who already have your trust, satisfaction and experience with your brand, so it is much more likely that they will repeat said experience or at least unless it costs you a lot less budget to get them to repeat the purchase.
That is why I always recommend that just as important as every company has a clear Customer Prospecting Plan, it must have a Post-Sales Plan to work systematically to attract new customers and increase sales of current customers.
The Post Sales Plan of a business should focus on four aspects:
Remembrance. Keep your brand present in the minds of your customers over time.
Sales. Increase their Average Sales, make them buy a little more than what they ask for or search for.
Frequency. Increase their Purchase Frequency, make them use your business more times a year.
Referrals. Boost your recommendation or referral to potential customers.
With the help of technology, the reality today is that starting a Post-Sale Plan is much simpler, so I want to share the keys to success for your Post-Sale Plan, as well as the online tactics that you can use for each one of them.
KEYS TO THE SUCCESS OF YOUR POST-SALE PLAN
Constant comunication
Keeping your brand present over time is one of the main challenges you must take on, not letting them forget their experience with you is essential to continue promoting new business or referrals, so some of the mechanisms you can use for this are send a monthly Bulletin or Newsletter with relevant information for your current or past clients, emails from your vendors, advisors or executives, whatsapp or any social media platform where you can identify these people and whom you can treat in a more familiar way.
Tools: ESP Platforms (Email Service Provider), Social Networks, Whatsapp, Email.
Details and Acknowledgments
Maintaining a good database to identify your current or past customers and being able to have interesting data about them that allows you to generate emotional and personalized campaigns is a great idea to stimulate new sales or recommendations. Think about their birthdays, company anniversary, Christmas, New Year and other dates that you consider interesting according to their type of business, position, profession or personality.
Remember that small details lead us to great experiences.
Tools: Social CRM Platforms (Sproutsocial, Salesforce), Social Networks, Whatsapp, Email or ESP Platforms (Email Service Provider), SMS.
Service and Special Promotions
Making your client feel like part of your company, special and with a more familiar treatment is a challenge that you must take on to generate good long-term engagement, for this you can help yourself by offering special products or services or unique promotions for this type of market. . Here you can stimulate a lot to increase the average sale or the frequency of purchase with value offers for customers you already know. Personalize your offer and make it more attractive to people you already know.
Tools: Social CRM Platforms (Sproutsocial, Salesforce), Social Network Promotions, Email or ESP Platforms (Email Service Provider), SMS.
Business Maximizers
Generate much more specialized and personalized offers, such as cross-selling, up-selling, down-selling, kits or packages, exclusive guarantees, sales accelerators, among others. If you know your current or past clients well, it is time to take advantage of this to be more strategic in the way of quoting them, promoting them or knowing what to show them.
Tools: Social CRM Platforms (Sproutsocial, Salesforce), Email or ESP Platforms (Email Service Provider).
Special events
Organizing events during the year that invite your customers to visit you again is a great excuse to increase their purchase frequency. Plan value events that include unique and special promotions for frequent customers or that invite people interested in your business, reward referrals.
Tools: Social CRM Platforms (Sproutsocial, Salesforce), Events on Social Networks, Email or ESP Platforms (Email Service Provider), SMS.
Recommendations and Updates
Finally, remember that another way to keep your past customers interested in your business is to notify them of news, innovations, new services or updates so that they know that you continue to provide other offers that they can acquire with you.
Tools: Social CRM Platforms (Sproutsocial, Salesforce), Social Networks, Email or ESP Platforms (Email Service Provider), SMS.
Post-sale follow-up is one of the best ways to grow your business, do not stop paying attention to your past and current customers.
I hope this information is helpful for your company, any questions or comments I am happy to answer at @andypafa.
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