The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly by David Meerman Scott

Author:David Meerman Scott [Scott, David Meerman]
Language: eng
Format: epub
ISBN: 9781119362418
Publisher: Wiley
Published: 2017-07-10T05:00:00+00:00

Close the Sale—Continue the Conversation

I talked previously about three steps in the sales process. But there really are four. Once the deal is closed, you must continue the online dialogue with your new customer. Add her to your customer email newsletter or customer-only community site, where she can interact with experts in your organization and other like-minded customers. You should also provide ample opportunities for her to give you feedback on how to make the products (and sales process) better.

The manner in which salespeople engage potential new customers when trying to win new business is often light-years removed from how these same customers are treated by the company only months later.

Focusing a great deal of attention on the buying process and then relegating buyers to poor postsale service means customers are far more likely to leave. This can lead to a churn cycle in which companies add more sales resources to replace the customers who abandoned them, and around and around it goes.

You keep customers happy not by doing something different from how you won them in the first place but by doing exactly the same things that won them in the first place. Shifting strategy doesn't work.

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