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Don’t just make the sale, look for more

No business can survive without the lifeblood of profitable sales pulsing through it.

Many sales leaders – and sales people – know that current customers can be a productive source of new business. But there is something that is often overlooked that creates a barrier to achieving these extra sales (that is, increasing your ‘share of customer’).

It is easier to achieve a regular flow of sales if you treat each sale as part of a ‘process’ rather than as a one-off ‘event’

If you view each sale simply as an individual event you will miss valuable opportunities to enhance your customer relationships, attract more customers, keep the opposition at bay, boost your sales and enjoy higher profits.

Once the sale is ‘made’, or finalised, you will need a plan of action to capitalize on and expand your relationship with this customer. Sometimes the after-sale activities may require more attention and planning than was needed to gain the sale in the first place.

The traditional advertising/sales process attempts to move customers through a process known as AIDA – Attention, Interest, Desire, Action. I like to expand this acronym to AIDAA, with the extra A standing for After the Sale.

For business-to-business sales there are numerous worthwhile, and relevant, ways to follow up on a sale

This after-sale support is necessary to close the loop and encourage the customer to buy from you again.

Try these ideas:

  • A telephone call/email/letter reminding the purchaser of customer service options.
  • Offer complementary or upgraded services from you at a special rate.
  • Periodic emails (or brochures or postcards) reminding the customer of other products your business offers.
  • In-person courtesy calls to keep in touch with purchasers of high-value low-frequency business goods or services.
  • A timely reminder of a service that is due or a suggestion of consumables that may be required for the original item purchased.
  • A relevant offer from another business (sent by you) that will be perceived as useful and valuable by your customer.

Some older sales training concepts emphasis closing ‘techniques’ and stress how sales is a ‘numbers game’. The more calls you make, the more presentations you make, and the more sales you close. The focus is on completing one sale and moving onto the next.

Often the quality of the customer and your relationship with them is ignored

There is some truth to this simplified old-fashioned approach, and a disciplined sales person will attempt to maximise the number of calls they make. However, a longer-term customer-centric approach to your selling activities will yield greater results for your business, your sales people and your customers.

It’s your choice … you can just make a sale, or you can manage the sales process to create a lasting relationship that will cause your customer to want to buy from you again.

Which outcome are you focused on?

 

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Recommended for Sales Leaders

Watch the presentation full size and download the key point worksheet

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As featured in Sales & Marketing Management magazine cover story

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Overview of client feedback

Sales figures have increased by 20% on last year to date!! The team also continue to pick up new customers.
Sharyn Moran, General Manager

Our sales results have increased since incorporating Stuart’s sessions into our sales conference and this has been during a downturn in the market.
Justin Zakaras, National Sales and Marketing Manager

The content of the sessions was customised to suit our customer interactions, with a lot of preparation on the part of Stuart.
Dr. Sunil Kadri, Head of Sales and Business Development


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Thank you so much for a brilliant session on Thursday. I think the format and content was ideal.
Rennie Colston, Sales Director

We had a very positive result from involving Stuart in our Managers Conference last year.
Russell Varley, Human Resources

The training got us thinking more strategically about how the business is structured. It has really built our capabilities as a management team.
Mia Graham, General Manager


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Stuart was patient, flexible and knowledgeable. He took the time to truly understand our business.
Helen Zwicker, Executive Officer

The best thing is that I now have a road map of specific marketing activities that can be implemented with confidence.
Donna Cazzolato, General Manager Sales and Marketing

The participants immediately felt engaged as Stuart demonstrated his understanding of our needs and challenges.
Frederic Vanhove, Principal Engineer, Pacific Delivery


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With only one day we had a lot of material to cover and Stuart created a positive learning environment for all involved.
Kylie Kinsella, Sales Manager Australia & NZ

Bad ideas are expensive in business however with Stuart Ayling, it was money very well spent.
John B. Lonergan, Sales Manager


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By the next week, sales of this product had doubled from 10% of all new sales to 20%. The extremely cost effective session with Stuart paid for itself within the first week.
Maria Triggs, General Manager

We have already seen a new client on board as a result of the two-day workshop.
Mark Mahoney, Managing Director


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Stuart put the sales training across in a way they could accept as a part of our service offering with out them feeling like “salesmen”.
Gary McDonald, Managing Director

We were impressed by the approach of Stuart and the simplicity of the program without the hype generally associated with these courses.
Dirk Kuiper, General Manager


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Read the latest on the blog

  • How to say ‘No’ to clients and still have them buy May 18, 2020
  • Recruiting a sales person? Stop, until you have done these three things Nov 28, 2019
  • Understanding the emotional experience of clients Aug 1, 2019
  • What does your sales team really need to learn? Apr 29, 2019
  • Resilience for sales people: How to help your sales team be more resilient Nov 21, 2018

About Marketing Nous

Marketing Nous was established in 2000 by Stuart Ayling, Director and Chief Sales Strategist. Stuart works  with expertise-based businesses to develop customised sales training and … Read More >>

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