Made the sale? Don’t say goodbye

Businesses put a lot of effort into winning new customers. Far fewer give the same attention to what happens immediately after the sale.

And that's a missed opportunity.

The period immediately after someone says yes can influence whether they buy again, recommend you to others - or start wondering whether they've made the right decision.

What happens after the customer says yes?

Whether you're selling a product or a complex B2B service, the principle is the same: don't go quiet.

A customer should know:

• You've noticed and appreciated their business;

• What happens next and when;

• What you need from them;

• Who they can speak to if they have a question;

• Whether everything is progressing as expected.

For an online business, much of that can be automated. For a complex service or B2B sale, it may require considerably more human contact.

Either way, silence creates uncertainty.

Look for opportunities beyond the transaction

Depending on your business, that might mean:

• checking that the product or service is delivering what they expected;

• asking for feedback while there is still time to put something right;

• sharing useful advice that helps them get more value from what they've bought;

• identifying complementary products or services that genuinely make sense;

• creating appropriate opportunities for repeat purchase;

• asking for a review or recommendation when you've earned it.

And if feedback tells you something has gone wrong, act quickly. A problem you know about gives you an opportunity to put it right. One you never hear about may simply become a lost customer.

Don’t create buyer’s remorse

Winning a customer doesn't instantly remove the risk.

Particularly in B2B, the person who chose you may have recommended the decision internally, secured budget and put their own credibility behind it. If communication suddenly dries up once the contract is signed, doubt can creep in remarkably quickly.

Good follow-up isn't simply customer service. It's reassurance that choosing you was the right decision.

The sale is the beginning, not the end

Following up gives you an opportunity to spot problems early, understand whether you're delivering what was promised and identify where you could do better.

It can also create opportunities for repeat business, additional sales and referrals.

Before investing even more in acquiring new customers, it is worth asking what happens to the ones you've already worked so hard to win.

If you're investing in growth but aren't sure enough attention is being paid to what happens after the sale, let's have a conversation.