You closed the sale.   Now what?

This article by Donna Dahl was first published in the Marketing Section of Rising Women Magazine in the 2006 January/February Issue.  While much has been said about customer follow-up in the world of doing repeat business, the Post Close is a term used here to describe the entire process that takes place once “the deal is done” or the sale is closed. 

POST CLOSE:  Marketing After the Sale
By Donna Dahl

Think back to some of your more recent experiences as a customer.  What stands out in your mind?  As you were making the purchase, what took place? 

Is there a store that you visit more than others?  What is it about that store that attracts you?  Is it the lighting that grabs your attention or is it something else?  Lower pricing, friendly sales staff, quality products and consistent services may be on your list of reasons.

As the buyer, you may recognize some of the following shopping experiences.

The clerk or sales associate hands you your bag.  The end.  You paid for the goods and then you received the merchandise in a container.  Total conversation?  Six words.  “Where would you like the receipt?” 

You get to pack your own bag.  Large stores where staffing seems inconsistent at best may offer a more anonymous shopping experience.  Some stores have even installed self-service checkouts for those who just want to buy, without any social interaction – sort of like buying on the internet …except that you actually, not virtually, visited the store.

If they can read your name, you must be their customer.  Some larger stores have tried to make themselves feel like a smaller store by substituting the neighbourhood smile and the “Hi, (your name); with loyalty programs that are designed to keep you coming back to the store.  Hopefully, you will become a repeat buyer lured by the dream of future benefits.

Small Versus Big

Could this mean that the smaller, potentially more personal vendor is a viably competitive threat to the larger stores?  Absolutely.  Could this mean that the entrepreneur, who takes care of his/her customers and does it with a personal touch, is a challenge to a larger, perhaps potentially less predictable customer service department?  I am not amused by someone misreading my name off my transaction card in an apparently weak attempt to personalize my visit. 

It (the sale) is truly all about relationships.  The increase in the number of loyalty programs out there from credit cards to points to member discounts tells us that the emphasis on the repeat customer is a major focus of any successful business.  Statistics that report the amount of money it costs to acquire a first-time customer may surprise you.  How much do you spend and what do you do to attract new customers?  How much do you spend and what do you do to turn your customers into long term clients?

Post Close: A Critical Event

Post close starts as the money changes hands.  This is a major defining moment in your sale.  If your objective was to close this sale, your work is clearly done.  If your objective was to seek a longer term commitment from the buyer, your work is just beginning.
 
From the receiving of the purchase to the verbal contract for the next contact, what continues to add value to your business transaction long after the sale is “closed”?

If you think of this event …this purchase … as an act of courage on the part of the buyer, is there anything you can say to the buyer to support that decision?  Do you get a sense that up-selling would support your customer?  Do you have a return policy?  Any guarantees?  Do you have any special events or sales promotions coming soon?  Would a personalized invitation be in order? 

Presents

So how do you present your customer with his/her purchase?   When I make a purchase, I love it when the purchase package looks like I have just given myself a gift.  Is that how you like to receive your purchase?  Do you like it when your garment, for instance,  is carefully wrapped and secured in tissue paper before being gently “bagged”?  Or would you rather have the garment dropped into a plastic bag so that you get to deal with the wrinkles later?  How do you feel when this happens?  Some vendors use amazing imagination to turn a sale into a gifting experience.    How do you communicate to your customer that this person and this purchase are important to you?
 
Add Value

Do you take the opportunity to add extra value to the purchase?  Perhaps you include a time-limited, discounted coupon for the next purchase or a customer-appreciation gift like a sampler? 

What’s Your Promise?

Capture point-of-sale attention.   Do you take the time to learn the customer’s name and set up a verbal contract for future communication with the customer?  Some call this follow-up.  How do you promote two-way communication?
 
Opt-In Mailing Lists

These are not just for newsletters on the internet.  Some people like to be notified in advance of special sales events via personal invitation.  Too busy to do this yourself?  Hire a company that specializes in this service. 

Post Close Activities

After your customer leaves your venue, your Post Close Program or system should kick in.  If you are an internet business, you may remind your customer base that you are still in business with a weekly newsletter sent directly to their inbox.  If you are dealing with customers in face-to-face transactions, special promotions to attract repeat customers may require more advance planning.
What will it take to move your first-time buyer from one-time customer to client-for-life?  Two purchases are better than one and three are better than two.  After all, isn’t it said somewhere that good things come in threes?  Three is a great target as a starting point.  How do you reward the customer who finds their way back to you?  Do you reward referrals?  Do you reward customer loyalty?

Survey Opinions

It all boils down to customer appreciation and how you communicate it and then how you convert it to client satisfaction.  What do your buyers like about the way you do business?  Survey your customers, develop your Top Ten List of Strengths, and then clarify them as promotional assets.  Here’s to attracting more customers!

Donna Dahl Is an independent entrepreneur and freelance writer.  Donna may be reached at donna@makoye.com