Key Takeaways
- Follow-up is what builds a relationship after the sale. You should never assume the sale is closed.
- Follow-up should take place regularly so your customer knows they can count on hearing from you.
- A personal thank-you note or letter is appropriate after the close of the sale. The letter can also include some operational information such as contact information and receipts.
- Follow up to be sure everything is delivered as promised. Do your follow-up inside the company and touch base with the customer to be sure everything is to their satisfaction.
- Add value to your customer’s business with industry information, white papers, blogs, and newsletters. These bring value to your customer and keep your name in front of them.
- Feedback is an important part of follow-up.
- Customers can become your best-selling tool with testimonials and referrals.
- Customer loyalty pays. It costs more to acquire a new customer than to keep an existing customer.
- A customer feedback loop is a formal process for gathering, synthesizing, and acting on customer feedback. Customer feedback loops are most effective when front-line employees have the power to respond to customer feedback to turn “critics into fans.”
- Net Promoter Score (NPS) is a closed customer feedback loop that is based on the theory that a loyal customer is one that will recommend the brand to their friends.
- NPS is determined based on a brand’s percentage of promoters minus the percentage of detractors.
