The Customer Relationships

The moment a prospect signs the sales order that makes him a customer, a bad salesperson will scamper faster than a rat down an aqueduct. Good salespeople hang around. Why? Politeness, certainly, but a good salesperson is also making sure the customer stays and won't suddenly come to his senses and cancel the order. A good salesperson makes sure the customer feels good about his buying decision. A good salesperson will want his customer to continue to feel good, so he will want to repeat the process.

As the post-sales conversation goes to and fro, a good salesperson begins to form an opinion about whether his customer would benefit from training, support, or a little consultancy. What the salesperson is doing is building trust. This alone will make it easier for him to sell the next product and for his customer to buy it.

With low-cost products, this dialogue goes via e-mails, newsletters, and news of forthcoming special offers. With high-ticket items it takes the form of visits, lunches, and invitations to prominent sporting events. All of these techniques are keeping the prospect warm and keeping your company and your product constantly in mind.

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