Post-Sell and How To Avoid Buyer’s Remorse
“Is this still a good time to talk?”
“If we’re able to solve your delivery issues, while also staying in your budget, and are able to exceed your quality standards, will you be prepared to move forward?”
“Mind doing a once-over on the design and pricing, just to make sure everything looks the way it should?
These examples of what Sandler Sales calls Up-Front Contracts. It’s also basic human decency to set realistic expectations. All are important pieces of the sales process. But it’s also a way to prevent buyer’s remorse, which is something Sandler talks about quite a lot.
What we DON’T want is for someone to agree to switch vendors and start working with us, only to decide over the weekend that they feel bad about making the switch. We all know what happens next. They pass our quote to their incumbent, who matches it, and we’re dead in the water.
There are a few ways to ensure that this doesn’t happen. One is the use of up-front contracts to ensure that the prospect is moving through the process by their own volition. Another is to become a trusted advisor to the client — someone they genuinely trust.
Finally, we can use the final step in the Sandler sales process, the Post-Sell.
The Post-Sell is the follow-up +. It solidifies the relationship and, if done well, can ensure that you will have a customer for life.
How do most sales people follow-up? Well, many don’t. Others might send an email thanking them for the business. Decent sales folks might hit them back up after their product is delivered to check-in on it.
So how can we do better? I think it’s mostly personal, but here are some ideas…
- As soon as the invoice is paid, send a personal text thanking them for their business. Show empathy and acknowledge that it might have been a big decision and that we appreciate it more than they know. Welcome them to the family.
- Write them a ‘thank you’ note that will arrive BEFORE the order does.
- CALL them when the order arrives to check on the them.
- “Now that we have an order in the books and you’ve seen how our process works, I was hoping we could set a time to talk more about your business and see how we can really take your experience to the next level. The last thing I want to happen is for us to be a one hit wonder and have you go back to your current vendor because I failed to make your life easier.”
- “Is there anything we could have done better?”
- “Was there anything about the process that you really liked?”
- Ask them the DOS question (slightly revised for this)… “Let’s say it’s one year from now and we’re still working together, what would have had to happen for that to be true? What would we have had to do to earn and keep your business?”
- And it’s a great time to ask for a referral. Bonus points for referring/introducing THEM to someone.
So much of the recipe for success is learning about our customer’s interests, showing a genuine in helping their business, and about solving problems. Be a good human, make friends, earn money.