So many business people seem to be content with the sale at hand and neglect to build the relationship with the customer or client. The sale is the opportunity to engage them in conversation, learning their needs and where you might be able to serve them in the future.

If you are a storefront you might have a list at the till where they can sign to have notification of special offerings or sales by email.  This might include surveys to test the market for new products or services.

For those offering services, follow-up is very important and not very common anymore.  “How did I do?”  “Do you have any questions?”  “How do you like it?”  Leaving a rack-card or brochure of your services and following-up you will be first in mind in the future.

It is also your opportunity to display your values, what is important to you.  If it is a storefront, having posters for events you support in the community and including that as part of the conversation, whether it be Rotary, Hospital Auxiliary, the local Food Bank, or children’s activities.  Whatever business, it can be included on your Facebook page or website.

Of utmost importance is ensuring that your staff all understand the value of this and present a consistent message for your business.  Too often I see front-line staff who present an opposing impression to the customer or client.

It begins with the sale!

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