Companies spend a fortune to get customers, and a few of them deliver on all the promises made during the purchase stage. Others do not even remember the commitments made.
There are innumerous ways to sell even after the sales are closed. But, most of the companies ignore it. Here is a partial list of possibilities:
I always order Asics shoes on Amazon. They are an amazing product. Imagine if, in the packaging, we would have received a note that congratulated us for making the right choice and included a small booklet on the correct posture during running or a diet guide. This personalization would engage the customer and ensure that their pair of shoes would also be from Asics.
We appoint an internal designer. Then, we wait for the work to be completed and installed. People love to be part of the action behind the scenes. There are enormous opportunities to establishing long-term relations with the client. The designer can send a regular update to the client. It can be sent when the furniture is being assembled, the material is chosen, the problems being solved. Once the job is completed, the designer could take a professional picture, frame it, and hand it over to the client as a souvenir.
Some restaurants have installed a glass between the kitchen and the serving area. It serves a dual purpose. With increased visibility, the housekeeping of the kitchen has to be top-notch. It signals transparency to the customers. When the restaurant dares to show their kitchen, it creates a positive impression on the customers.
The possibilities are innumerable. We need to be creative to make use of it in the right context.
Metrics:
Assess whether your customer relationship becomes transactional after the order is secured?
Think whether you can use some variations of the possibilities mentioned in this blog.
Pilot an experiment with few customers and see their response.
Institutionalize it after a few successful iterations.
Subodh
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