How to make the customer more satisfied after the purchase than before? This is an important question, because an insightful answer will allow you to achieve many benefits – both for the customer and employees of the company and the product brand.
First of all, good after-sales contact facilitates maintaining a long-term relationship with the client, especially valuable for those traders and clients who not only focus on finalizing the transaction to earn money, but also for those who simply like the other person and want to accompany them in its development. And selling is nothing more than serving others (the word “sales” comes from the Scandinavian word “serve others”; therefore the phrase – “customer service”). Hence the underlying assumption of the sale itself – it is not the finalization of the transaction itself that is intended to please the customer. He is also supposed to enjoy the purchase AFTER the purchase, in a longer process in which the trader constantly watches over and looks after him.
Secondly, customer satisfaction with an earlier purchase facilitates further, complementary purchases, that is, we can technically say: cross-sell, up-sell or down-sell. According to the research from 2019 – current, loyal customers, who will support a given brand over time, will spend 67% more than new customers. This study perfectly shows how much importance we should attach to the fact that once acquired customer becomes not only a satisfied customer, but also returns many times, buying more and more.
Third, such a satisfied customer probably becomes the cheapest marketing department we can imagine. He carries the purchased products on / with him or talks about them in the company. He issues references, recommends his friends – and very often without any additional payment. A grateful customer just naturally wants to help his favorite brand and trader, and thus selflessly supports.
Fourth, what I personally consider as a business psychologist and sales trainer to be extremely important in the professional development of salespeople – a satisfied customer builds their self-esteem in a natural, harmonious way, strengthens self-confidence and self-presentation, and thus also helps to cope with stress. If a salesperson hears a refusal several times in the telephone receiver (which is a natural phenomenon in the sales process), a conversation with a satisfied customer after such a series of phones simply adds wings.
So how to make the customer more satisfied after the purchase than before? Here are some proven ways from my over 13 years of sales and sales teaching experience in business across a wide variety of industries and markets:
1. Tell the truth
Sounds like a cliche? Not necessarily. There are still many traders on the market who embellish reality and / or make empty promises. Such traders spoil their name, product brand, and ultimately the entire industry. If we do not have this one good / ideal product in our product portfolio, it is worth telling him about it at the beginning of the conversation. Research shows that we will build better credibility by talking about the disadvantages of the product somewhere at the beginning of the conversation, and not at the end of it (“Pre-invasion. How to take full advantage of the techniques of social influence”, Robert Cialdini
2. Leave a little “WOW effect!” at the end
This is an excellent commercial principle, in corporate language often called “over-delivery”. It is a phenomenon when you promise the customer some positive qualities of the product and deliver more of them or they are stronger. A good example is offering a five-day delivery, and delivering the product after the first day. Another example is adding an additional product to an already placed order – a customer in the package with a copy of the photocopying paper is either a pad of sticky notes or an additional ream of the same paper for free. If we give something for free, as a kind of nod towards the customer, it is worth remembering to properly inform in the package that it is a gift. Then the feeling of gratitude after the purchase will be greater and will not be reflected that the additional product is a mistake.