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Promise a Lot and Deliver More

by Tim Connor    

The purpose of the sales process is to discover how you can help a customer or prospect with a need, problem, desire or challenge, and then position your product or service in such a way that the customer discovers in his mind the value necessary in order to justify a purchase. Once the sale has been closed and the prospect accepts your promises, commitments or features as ones that will benefit him, he now moves into a limbo mode. He waits patiently to see if you meant all of that sales stuff or were just trying to get another deal.

One of my early sales lessons was that it is less stressful, less time consuming, less costly, easier and more fun to do more business with present clients than it is to keep trying to find and sell new ones.

After-sales service is the key to keeping sales closed and keeping customers satisfied. It is a test, in a way, to see if you can really deliver. If you don’t, you are outta there; if you do, you earn their respect and trust.  

One of the keys is to promise a lot and deliver more. In other words, exceed expectations. Poor salespeople continuously promise a lot and deliver less, or promise a little and deliver nothing.

Here are a few keys to effective after-sales service that can ensure repeat business, referrals and positive references.

Only promise what you can deliver.

Don’t over-commit other departments or divisions just to get the sale.

Communicate regularly with new customers.

Keep in touch with inactive customers.

Ask your new client how he would like you to service him.

Avoid quote ranges in dates, prices or other areas. You set the relationship up for disappointment when you do.

Communicate the commitments made to your customers to other departments that are affected.

Conduct an after-sales audit of the process and the customer’s feelings, opinions, etc.

Write down promises and commitments made to the customer in a file somewhere.

Check with your customer to determine the level of performance of your organization from his perspective.


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Tim Connor, CSP, is a professional speaker and expert in the fields of management, sales, team building, and customer service. He's the author of 19 books and can be reached at 704-895-1230, speaker@bellsouth.net or www.timconnor.com.