For Greater Customer Loyalty, Keep Selling!

Written by Sean McPheat | Linkedin thumb

Discount plastic cardsTo grow your business, you have to open new doors, but you also must successfully cultivate current relationships. While there are a ton of “after-the-sale-best practices”, this seldom thought about tip, may be the most essential of them all. Try this and it will help you cultivate deeper relationships and turn more one-time customers into long-time clients.

The Next Step
The normal progression of a sales process is that after you have closed the initial sale and sold the first product or service, is to begin to sell additional services and products in an attempt to broaden the customer’s portfolio. As a professional sales person, you obviously look to move the sale and the relationship forward.

While there is nothing wrong with this, one aspect is usually overlooked, and that is the product or service that you already sold.

What Happened?
After closing the first sale, usually the sales person’s excitement and passion for the product sold begins to fade. Usually when the customer has signed the order, received the goods and paid the bill, the sales person discontinues the “selling.”

At first glance this appears to make sense, because the customer has bought the product; you solved their problem and the client has agreed to the service and therefore there is no more selling required. The sales person feels no need to continue to try to convince the customer, because the customer is “sold.”

However, this instant drop in your enthusiasm for your product or service can have a detrimental “buyer’s remorse” effect on your customers. From the client’s perspective, at first you were so excited about what you sell that you could barely contain yourself. You went through all kinds of obstacles and repeated “NOs” but stood firm, persisting.

You relished the opportunity just to speak to the buyer about your wonderful product. You went out of your way to help, consult and be of service. Then suddenly, once you got the money, it all stopped and your passion for the product disappeared.

If you are genuinely excited about what you sell, then that excitement should remain with you AFTER THE SALE. You have to continue to SELL your products or services to the customer almost as if the customer DID NOT BUY.

The Logic
You have to remember, that people make buying decisions based primarily on emotion and then back up or justify those decisions with logic. Once you have made the sale, you must continue to help the prospect justify their decision.

Usually account executives are moving on to additional products and services while the buyer’s foundational faith and conviction in the first sale has not yet fully cemented. Account reps are trying to build a relationship on a fragile foundation.

You must continue to confirm the buyer’s good decision and reassure him or her that it was the best thing to do. Continue to strengthen the conviction of the first sale before you move on to the next.

Keep selling. And then…Keep Selling!

Happy Selling


Sean McPheat

Sean McPheat
Managing Director

MTD Sales Training | Image courtesy of Joe Logon at

450 sales questions free report

Originally published: 19 September, 2012

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