Selling Today: Partnering to Create Value, 14/e

Adding Value with Customer Follow-Up

Customer follow-up methods usually have two major objectives. One is to express appreciation for the purchase and, thus, enhance the relationship established during the sales presentation. You no doubt thanked the customer at the time the sale was closed, but appreciation should be expressed again a few days later. The second purpose of the follow-up is to determine whether the customer is satisfied with the purchase. Both of these methods can strengthen the buyer–seller relationship and build a partnership that results in additional sales.24

In survey after survey, poor service and lack of follow-up after the sale are given as primary reasons people stop buying from us. Most customers are sensitive to indifferent ...