Selling to a new customer costs your business 5 to 25 times more than selling to an existing customer, according to the Harvard Business Review. That’s a good reason for you to start following up on purchases, right?
Finding new customers is crucial to the growth and success of your business. But entrepreneurs should not forget that there is huge potential for revenue – and savings – in their existing customer list.
A solid purchase follow up strategy is a great way to increase your revenue:
Bonus: make your team achieve high sales performance with our CRM platform
Agendor is a CRM and business management platform that works as a control panel and personal assistant for B2B sales teams.
Bottom of Form
- selling more to existing customers;
- Getting referrals from new consumers.
When everything goes well in a negotiation, the period immediately after a sale is often called the “honeymoon phase”, when there is a certain level of passion on both sides.
The customer has just filled a need or solved a problem and your company closed a deal and profited from it!
But, this is also a vulnerable time. Your attitude at this stage can solidify or break the future relationship with the customer.
So, if you still don’t know or have doubts about how to follow up, you’re in the right article!
There are different follow up models and here we come to present you a simple and quick one.
We have separated 5 steps for you to follow up on purchases and profit beyond a single sale.
How to follow up on purchases: step-by-step in 5 steps
1. Send a thank you note
Most companies send emails. Others thank you with a card attached to the invoice.
Whatever your method, it’s important to say thank you after making a sale. Sounds simple, but this step is part of a good customer experience.
You can include messages like “We’re always here to help you” in your thank you note.
Also, make sure the message contains the contact details and name of a person who can be reached if the customer has a problem or issue to resolve.
Ideally, this person should be the account manager or salesperson who handled the transaction, as this is the employee the customer knows and trusts.
In e-commerce buying and selling relationships, for example, the customer has no relationship with anyone and performs self-service. Even so, send a signed thank you. It can be the owner of the online store, a style manager or someone responsible for the company’s image.
2. be concerned and present
It’s a good strategy to call customers a week or two after the sale and find out how things are going.
Are they happy with the purchase?
How was the service you received?
Do they have any questions?
But don’t overdo it. Customer time is precious.
Especially, avoid trying to make a new sale at this stage. Instead, listen to your customer’s needs and opinions and try to resolve any issues that may have occurred.
3. Keep the lines of communication open
Ask the consumer for permission to communicate with them. Then submit useful information and advice based on your needs and interests.
Focus on high-value, relevant content such as:
- Educational webinars.
This is the stage of building trust between you and your customer.
With the lines of communication open and your customers’ wants and needs in hand, you can, for example, create a stream of follow-up emails.
4. Think about the second sale
Talking to existing customers who have already purchased may seem like a waste of time, but it is actually the key to learning how to sell more and better.
Regular contact will help your company:
- understand the needs of consumers;
- provide ideas for product and service improvements;
- Will prepare the midfield so that you can offer a complementary product.
By creating a relationship through follow-up purchases, you are going beyond a simple transaction and giving yourself the opportunity to offer more products or services to the customer.
5. Invite them to your circle
Is there a community where your customers gather?
Is there a forum where they can discuss your product or common interests around it?
If yes, invite non-members to participate.
If you have a beauty salon delivery company, for example, you can create a forum where your customers can chat and share makeup and hairstyle tips, exchange information about beauty products and ask each other’s questions. Encourage forum participants to post their photos and ask for opinions; “Are you in doubt if the outfit looks cool? We help you”. Also encourage responses and have someone on your team always monitoring!
Result? Engagement SUCCESS!
You can do something simpler too.
Create a LinkedIn group and make sure all your customers know how to become a part of it and why. Open discussion can be great for business.
That way, the excitement for your product or service has a place to live.
Follow up in groups and social media can lead to many ideas for product improvements, service reviews or new additions to your offering.
People like to be a part of something bigger, so give them the chance to be more than just an occasional shopper.
6. Ask for references
Satisfied customers will refer your company to other customers.
When a recommendation comes from someone who has actually used your services, it has an extra layer of credibility and trust.
Enchanted customers are your brand’s best advocates because third-party claims to excellence carry more weight than self-promotion.
Most of the time, customers are willing to nominate their business because they know how important this behavior is to a company. People like to help, so encourage that kind of engagement.
You can give your customer a gift for every referral, send a gift, a discount, and upgrade your account! There are a multitude of ways to encourage referrals, but the truth is that if you followed the steps so far correctly, the client will advertise your business without needing anything in return!
An after-sales plan should be part of every company’s sales and marketing strategy.
How purchasing follow-up helps the company’s results
Learning to follow up brings operational and financial benefits to the business. In addition to stimulating new sales, you spend less on the process of acquiring new customers.
So, if you still have doubts about the reasons for following up on purchases and creating actions to relate to those who are already your customers, remember that among the advantages for your company are:
- increased sales : satisfied customers are more likely to come back and buy more;
- increased customer retention : satisfied customers are more loyal;
- generating testimonials and referrals : prospective clients will be more willing to trust you if you show case studies that include quotes and real names;
- improve your performance : customer feedback will help you improve your products or fix service issues;
- Innovation: by listening to the needs and problems of those who buy with your company, you will be armed with valuable information to create new products or services; and more.
Now that you have mastered the follow-up purchasing techniques, you may be wondering how to organize yourself to put everything into practice. After all, following up on so many customers can demand all your working hours and more!
This will not happen if you use good CRM software, in which tasks are automated.
If you argue that the problem is the price, know that there are excellent freemium versions, that is, free, like this one of AGENDOR which is for unlimited time: you can use forever.