Imagine this is happening to you. You recently made a major purchase, one you expect to only make every few years due to the high price tag involved. During the time you spoke with the sales professional, he made you feel very special.
In fact, she greeted her spouse enthusiastically and told him that she had a cute puppy. He asked, “Tell me all about this ball of fur in your arms. I bet she’s the queen of your house.”
Realizing that you were not a techie, he explained and demonstrated what you needed to know about the complex equipment. Even though you asked more questions than most customers probably would, he patiently answered each one.
You bought the product and left the store talking to your spouse about how helpful and kind the sales representative had been.
Fortunately, the product served him well. Even so, four months later, without any feeling of panic, she noticed a flickering light that she had not previously been aware of. So he went to the service department, asked what this was all about, and got a quick response that he didn’t have a problem.
Before leaving the building, she thought, “While I’m here, I’ll go say hi to Arlin (not his real name), who was very nice and helpful when I was deciding what to buy.” You found Arlin, approached him, gave him your name, and reminded him how much you welcomed his information and advice months ago.
Arlin’s soft reaction surprised you. He knew he was talking to the same sales rep, but he didn’t feel the warmth that seemed so genuine before he signed up for installment payments.
This time he did not ask questions about your use of the product, and you assumed that if you had the dog with you now, he would not comment on your beloved pet. Almost as soon as she started her conversation with Arlin, she said as she walked away, “Nice to see you, thanks for saying hello.”
I know how disappointed you would be if you felt virtually ignored by your previously effervescent salesperson. I know this because I was the buyer in this case.
Oh yeah, the company sent me a nice thank you gift a few days after my purchase. I appreciated that. Even more, I would have appreciated Arlin welcoming me as royally as he had initially received me.
Each of us in sales can learn an important lesson from this post-sale experience. In other words, this: the sales professional’s responsibility to treat the customer with genuine concern does not end when the bank clears the check, passes the credit card, the credit rating is favorable, or the product leaves the store.
