When highly effective B2B salespeople close a big deal, what is the first thing they do? They don’t rest on their laurels or move on to the next opportunity as quickly as possible. They don’t leave their new customer wondering what happened to the relationship they built. The best sales professionals know that when the contract is signed and the sale is completed, it’s time to immediately start thinking about all of the opportunities that are available to enrich the relationship with their client, create additional revenue sources, and deliver a customer experience that is second to none.
The post-sale period is woefully overlooked in many organizations, and there are numerous ways to take advantage of the goodwill that has been created during the sales process. Unfortunately, too many sales leaders and reps place so much importance on the act of closing the sale that they neglect to have a concrete strategy in place to guide them after the fact. Without a roadmap for where to go with the customer following the sale, many reps leave unexplored opportunities on the table.
You can accomplish so much by being engaged and thorough during the post-sale period. It’s also important to remember that the potential benefits that can be accrued here aren’t limited to you and your company; your actions can and should still bring additional value to the client and their organization. If the client is satisfied with their experience, they should also be invested in continuing the relationship and finding new ways to gain value from the partnership.
To be a B2B sales superstar, do not let complacency set in after all of your hard work to close the deal. Think of the sale as the jumping-off point that leads to a long and fulfilling relationship for all parties.
When salespeople practice conscientious up selling, they can form the foundation of a symbiotic relationship. Incorporating a customer-centric upselling strategy into your post-sale plans ensures that you maximize the revenue from every new client without feeling guilty about taking advantage of your customers. The basis of upselling in a customer-focused manner involves never attempting to push additional features or add-ons onto a client unless there is demonstrated value for your buyer. It is a philosophy that demonstrates to your customers, “I am not interested in making more money off of this sale at your expense; I am interested in finding additional avenues that allows both of us to benefit further from this relationship.”
This idea is so powerful in part because of the potential savings for your company that can be achieved through prolonging the relationship with a current customer. It is estimated that generating the same amount of revenue from a brand new customer costs up to ten times as much as up selling to an existing one. If the benefits to the customer make sense operationally and financially, there is no reason to leave this extra revenue on the table in search of a sale that may or may not materialize in the future.