Following Up
To ensure future sales, you must confirm the sale, make certain that the customer is satisfied and, if not, remedy the problem immediately. Then ask for a referral. Pro salespeople know that follow-up is an integral step to developing additional sales.
Confirming the Sale
Confirming the sale simply requires a summary of the terms in plain English. It can be done when the order is completed or in a follow-up call after the order has been accepted by your employer.
Bill, I just wanted to confirm your order for two Acme Cold Weld Deluxe units at our discount price of $1,234 each plus shipping, for arrival at your Main Street plant by the 15th. Is that correct?
When's the best time to confirm a sale?
Either once the order is written or just before you place it in your employer's system. It's easier to make changes to an order before it is entered into the system. In addition, it offers you an opportunity to up-sell by offering needed supplies or materials. “The unit comes with enough supplies for 30 days at no extra charge, Bill. Would you like to include an additional 60-day supply and earn the same discount?”
Verifying Satisfaction
No one likes surprises. If your buyer is unhappy with the purchase, the problem will fester until your next sales call — or the buyer will call customer service or you to resolve it. Don't let it go that far. Instead, as soon as the order is received and you know it is either in use or in stock, make a call to the buyer to verify that it solves the agreed-upon problem.
If the sale is simply replacement inventory, you only need to call periodically to ensure that the buyer is satisfied with products and services received. If, however, the purchase is a performance product — one that is supposed to do something for the buyer, such as a cold welder — contact the buyer as soon as you believe it is in operation. In fact, for big-ticket items, you might even be on hand when the product arrives so you can verify satisfaction in person.
Verification is easy. Just review the problem that you both agreed upon and the assurances you made about your solution. Does it do what you said it would do? Does it solve the stated problem? Your long-term sales goal is not to just earn customers, but to develop satisfied customers.
Handling Buyer's Remorse
What if your buyer gets cold feet and calls you before the delivery to cancel it? It happens in sales, especially when selling one-time buys such as homes and new cars. The buyer gets home, thinks, “What have I done?” and evaluates all of the negative sides of making such a big decision.
What can you do about buyer's remorse? First, by making sure that the buyer moves through each of the selling stages in this chapter, you are minimizing opportunities for buyer's remorse. You are moving the prospect through the process at her own pace, summarizing as needed, and getting an agreement before moving on. Even so, some buyers will regret the purchase.
Whatever you do, don't argue about the sale. Instead, help the buyer to understand that buyer's remorse is a common malady when purchasing large-ticket items for the first time. In fact, many salespeople who work with first-time buyers will defuse the possibilities for buyer's remorse by explaining what it is once the sale is made. Others will offer to discuss the decision process with anyone the buyer requests, such as an influential relative or friend.
The best method of handling buyer's remorse is to pleasantly help the buyer review the problem and solution — to summarize the sales call. Don't take it personally and don't make it personal. Just review the points of agreement. Resell the product or service including benefits. If you've followed the sales process as outlined, chances are great that you can easily avoid or overcome buyer's remorse and reach customer satisfaction.
Getting Referrals
Once you know that your buyer is satisfied with the purchase, ask for referrals to new prospects. “Mr. Smith, I'm glad to hear that you really love your new car. Are any of your friends or relatives who have seen it interested in more information about it?”
How you ask for referrals will depend on what you are selling and how. In all cases, anytime a buyer expresses satisfaction with your product or efforts, thank him or her, then immediately ask for a referral. Be sure to ask for permission to contact the person and mention your name. And don't forget to ask for contact information. Your future sales will depend not only on your satisfied buyers, but also on your referral prospects. If you are a Golden Rule Seller, you will earn both.
