After-sales: how to be efficient and delight and retain customers?


How to carry out the post-sales step?

After-sales is a strategic moment and must have all its strategies and actions focused on the consumer’s success. It is the most efficient, agile and also cheaper way to delight your customers and retain them. And when that happens, the gains are huge for companies – regardless of their size and segment.

It is wrong to think that the relationship with the customer ends after the sale is sealed. In fact, those who act in this way are necessarily doomed to failure.

Consumers want personalized delivery. But it’s not from today. You need to go beyond just solving the pain.

Within this reality, it is necessary to stand out. After all, there are companies that offer products and services that are very similar to the competition.

So let your differential come to the fore.

The moment to attract the customer to your brand, generating trust from the first moment, is important – of course – and always will be.

To help you, this article talks about retaining customers. Find out how to make a really efficient after-sales service that always guarantees your customers maximum satisfaction.

Come on?

Good reading!

First of all: what is after-sales?

First, the after-sales concept must be made clear. It’s no use talking about benefits and application if we don’t do the first step, right?

In this way, we can understand it as a set of practices, subsequent to the act of sale.

This can happen in several ways. From a contact via email, sending a discount for a next purchase, an extra product or service, etc.

It is a strategy directly aimed at impacting, delighting and, thus, retaining the customer who has already consumed something from you.

Despite being easy and simple to do, it is often overlooked by many companies.

That’s because thinking that the relationship with the customer ends after the sale is made is very wrong.

Opportunities to have loyal customers (who buy more) and to sell up are lost because of this. Soon, you stop profiting.

The after-sales stage is as important or more important than the others (ranging from customer acquisition, lead qualification and sales).

That’s because you make it clear that your customer’s money wasn’t the only thing that mattered to you.

The focus on the customer is on their complete satisfaction when consuming your brand. It is in the success he will have through you.

And this is, without a doubt, the main objective of this practice: to understand how to efficiently retain customers .

After all, loyal consumers buy from you, not from the competition.

But more than that. They indicate new buyers, which will greatly decrease your Customer Acquisition Cost (understand what CAC is).

Your sales cycle, therefore, will also be shorter. And all of this translates into less costs and more profits.

After-sales in complex sales and services

Everything is fine. It is sometimes difficult to determine when the aftermarket starts. Especially in B2B sales , which are more complex. Or for those who sell services.

When is it? When is the contract signed? Or when the service starts to be provided? Or is this how the payment is made?

Take a look. There is no pattern for you to start putting your customer loyalty strategies into practice.

However, it is crucial to have a structured customer success area . It must be proactive to whatever consumers need.

Above all, good after-sales practice calls for quality customer service at all times.

The support area needs to be organized. The SLA should be as low as possible. They are constant actions and do not end with a simple email or coupon.

The enchantment is constant to get customers or users who are really loyal.

A slip or neglect of some need can make this scenario negative for your company – and make churn inevitable.

Your company needs to pay attention to after-sales immediately

Having a lead generation strategy for your company is and always will be vital.

But, there’s something just as good about understanding how to attract customers. Which is? Being able to be efficient to the point of keeping you loyal to your brand, of course.

Also, investing only in attracting people to the top of the funnel can often be too expensive. And here, once again, CAC comes into action.

If you’re not familiar with the buyer persona of your business, there’s a problem. You and your team will spend a lot more to get your marketing and sales strategies right .

Educating your target audience may also be something you need to do. And that goes through showing how your product or service is.

That is, guide the buyer through the customer journey to the end.

But again: the time will be greater and, consequently, the cost.

So, understand: keeping customers is much cheaper than bringing in new ones. After all, anyone who has ever purchased from you knows what you are capable of delivering and how your solution works.

Pre-sales do not need to act qualifying this customer. And again: if you ensure this customer’s success, he will bring new ones to you.

Of course, for this you need to be aware and not neglect certain points. Such as:

  • Promise only what you can deliver;
  • Be organized and proactive to give the customer what they need;
  • If you don’t know how to solve it, ask for time and look for the answer;
  • Know how to listen and show interest in the company’s customer;
  • Be didactic and patient with customers – but be aware that they are not always right;
  • Qualify and improve delivery and service constantly;
  • Be consultative to continue delivering value to customers in after-sales.

How to enchant and retain the customer in the after-sales? See 5 tips!

At this point, you already understand the importance of after-sales, right?

At the same time, it is already clear that the relationship with the customer does not end after the deal is closed. In fact, quite the opposite!

It is exactly after sealing a negotiation that the ties need to be close. It is a good practice within the administrative management of a company.

Therefore, you need to understand how to deliver, in a personalized way, that value that the customer expects after giving him the money.

We have separated 6 tips, steps or actions (call it what you like) so that you can enchant and retain those who consume your brand.

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1 – Follow up

Question the customer about their experience with the product or service purchased. The main positive points and what may have been lacking.

Encourage that sense of belonging.

This job of collecting customer feedback can be left to the customer success sector.

But don’t be slow at this point. Do this shortly after the purchase is made – a week might be ideal.

Make yourself available and always take into account the customer’s opinion. This is especially useful for you to improve overall delivery to the market.

After all, insights are for everything. For service, product, onboarding … the feedback that the customer gives is valuable. And best of all: he doesn’t even charge extra for it!

Retaining customers is also remembering that you are still existing. This might seem a little weird. However, many companies forget to show that they are much more than what they sell.

The intention here is to keep in constant contact with your customer. And it doesn’t even need a special reason for that.


2 – Give exclusivity and incentives

After sales

Your customer needs and should feel unique. And to do that, you need to take action and make him feel that way.

Use a CRM system that helps you in this regard. In the buying process, ask customers what they’re interested in – and log into the sales system.

From there, segment the public according to their preferences, desires and, above all, needs.

This will help you send news, discounts and exclusive conditions, exactly according to your profile.

Send it to those consumers that really make the most sense.

Do this to:

  • who has shown interest in some other product or service and has not yet purchased it;
  • who already bought and can benefit from something that complements the current experience.

After that, put your cross selling strategies to work!

Incentives must also be sent on special dates, such as birthdays, Christmas, Father’s Day, Mother’s Day, etc.

Therefore, send good discounts at this time, exclusive promotions or anything that makes sense to offer.

You the boss!

3 – Put the customer before the “party”

This tip is in line with what we talked about above, in the after-sales, giving exclusivity to those who have already trusted you.

If your company is developing a new product, service, or adding some functionality from the software you sell, put your current customers to the test.

Give them the chance, for free, to be the first to take advantage with a free trial period . As a bonus, then give a discount for membership.

Free samples work for products very well. To do this, encourage sharing on social media if it makes sense for your brand.

Either way, the goal here is to make your customers feel different. Let them note that they are special in relation to other people.

You will have provided it – and no one else. This awakens affects with your brand and is efficient in customer loyalty.

At this point, you will no longer be just a company or a product. It will be a complete experience.

4 – Submit relevant content

After sales

Relating with customers needs to be a constant. And that doesn’t always have to involve discounts or promotions.

For example, let’s say you sell subscriptions or services that need to be renewed every year.

The weight of the relationship here is even greater.

In short, it’s as follows. You won’t just contact the customer when asking for money again, right?

A simple and effective way to continue generating value for him is to send relevant content.

A weekly newsletter can resolve the issue. There is a lot of value in giving him good texts on your blog, eBooks, surveys, news, infographics… in short, everything that is relevant.

Use the marketing automation tool you’ve hired to your advantage. And have it integrated into your CRM.

Thus, the customer who joins your database will be automatically registered in the list that receives your content.

The objective here is to show that you are and will always be a reference in the area in which you work.

That the customer did the right thing to trust and continue to trust you.

In fact, trust is something that needs to be renewed all the time. So, simple attitudes like sending good content have great power.

5 – Be efficient in support

Keeping the customer enchanted is actually doing the basics. It is the obligation. It seems obvious to say this, but this is not always a present reality.

It is essential that the support sector is organized, fast and attentive.

Likewise, communication channels need to be clear and always open. In other words, the customer cannot have to do an epic to be able to be served.

The user experience and account here . And when it is negative – a wrong answer is enough for that – its viralization power is great.

If that happens, the company will have problems regarding its image. And it will take a long time to recover. And it can be very expensive too.

To sum up, this will only happen, however, in companies that neglect the relationship with the customer.

It won’t be your case, right?

Success in after-sales requires a qualified team

After-sales strategies necessarily go through a qualified team. Yes, people help people.

However, building this team is not easy. Choosing multidisciplinary collaborators who are organized is complicated.

It’s important to have people focused on just that. The sales team sells. Only. So it must be for correct sales management.

While the former certainly knows the customer well, she will have less time to close new deals. And, well… you don’t want that, right?

Team focuses on the customer, always

A team focused on customer success can be much more strategic and also consultative.

He will have the time and focus to dedicate himself to the mission. In addition, they can (and should) make a much more personalized delivery.

After all, this is what your consumers demand, right?

Therefore, it is crucial for your company to have a good CRM. Technology organizes and centralizes information. She is the one who gives your team power. Power to know what your customers need, want and, by default, like.

Digital transformation is important. More than that, it is crucial.

After all, how will you know a customer’s history to know what they need? More than consulting, it is necessary to be agile when acting (the competition does not wait).

Set up a specific success funnel step for this. Use automatic actions to save (lots of) time and productivity.

By dragging the opportunity, you can send an email offering something to that consumer. All automatic, in a matter of seconds.

This gives you agility to continue generating value for the customer.

As a result, your team may care about who matters: the people who consume you.

So, how can we help you?

Enjoy and read two articles that will help you, day after day, positively impact your consumers.

The first talks about some tips on how to have excellent service at all times.

The second covers 9 types of customers most difficult to serve and how to generate value and sell to them.

Good sales!

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