Imagine this happening to you. You recently made a major purchase, one that you expect to make only every few years due to the high price involved. During the time you spoke with the sales professional, he made you feel very special.
In fact, he greeted his spouse enthusiastically and told him that he 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 he was not a tech savvy, he explained and demonstrated what he needed to know about the complex equipment. Although 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 friendly the sales rep had been.
Fortunately, the product served him well. Still, four months later, without any sense of panic, he noticed a flickering light that he had not previously been aware of. So he went to the service department, asked what this was all about, and got a quick response informing him that he had no problem.
Before leaving the building, he thought, “While I’m here, I’ll go say hi to Arlin (not his real name), who was so kind and helpful when I decided what to buy.” You found Arlin, reached out to him, gave him your name, and reminded him how much you welcomed his information and advice months ago.
Arlin’s gentle reaction surprised you. He knew he was talking to the same sales rep, but he didn’t feel any of the warmth that seemed so authentic before signing up for installment payments.
This time he asked no questions about your use of the product, and assumed that if you had the dog with you now, you would not comment on your beloved pet. Almost as quickly as her conversation with Arlin began, she said as she walked away, “Good to see you, thanks for saying hello.”
I know how disappointed you would be if you felt practically ignored by your previously effervescent salesperson. I know because I was the buyer in this case.
Oh yes, the company sent me a nice thank you gift a few days after my purchase. I appreciate. Even more, I would have appreciated Arlin welcoming me back as regally as he had initially.
Each of us in sales can learn an important lesson from this after-sales experience. In other words, this: the sales professional’s responsibility to treat the customer with real concern does not end when the check passes the bank, the credit card passes, the credit rating is favorable, or the product leaves the store.