“How do you handle accounts that don’t want to talk to you after the sale?”
You can’t want it more than the custom does.
But you really must start with the end in mind.
Bring up these points before you close the sale.
“You know, Mr. Prospect, sometimes I see our customers leave lots of money on the table. They do it by taking possession of our gear and then running off like a hermit, never to be heard from again, instead leveraging our full suite of services, education, workshops, and free consulting we offer after the sale. I just wanted you to know that we will not ghost on you if you choose us. We see the order as the beginning of the relationship, not the end.”
There’s a concept called a “stick sequence,” that helps you make the client “stick around.”
It should be multi-media, multi-step, i.e.,:
- Immediate email: confirmation, thank you, next steps, important dates, etc.
- Immediate letter/thank you gift dropped in the mail
- Day 1: email free bonus, tips, additional resources
- Day 2: email update on shipping or installation
- Day 3: phone call to update on shipping or installation
- Install Day: email and call confirming that today’s the day
- Day After: email “How’s it going?”
- Week After: email and call, “How’s it going? Here are some additional tips on getting the most out of our solution.”
- Two weeks after: email/call to invite them to lunch/dinner/happy hour, golf.
- Month After: email and call, “How’s it going? Here are some additional tips on getting the most out of our solution.”
- Two Months After: email and call, “How’s it going? Here are some additional tips on getting the most out of our solution.”
- Etc. as needed/appropriate.
Selling is like preparing for a football game.
You scout your opponent ahead of time and find their strengths and weaknesses and tendencies.
If you see that on third and long, they set #88 to the wide side of the field and run a slant, when that situation arises, you shift your CB to the outside to bait them, then have the DE drop back into coverage instead of blitzing, and you have your strong safety shift up and out and guess what?
At a minimum, you’ll stop that play, you might get an interception, and you might even get a pick-6, but you won’t be worried or concerned in that situation.
Market like you mean it. Now go sell something.
