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It is not enough in the business world to successfully sell a product and then move on to sell another one. It is imperative when we sell said product that we are also looking to optimise our chances of the customer returning at a later date to make a further purchase from us and/or to recommend us to their friends and colleagues. If we do not therefore prioritise our customer service to at least the same extent as we do our sales targets, we are being extremely short-sighted and limiting the chances of our business succeeding in the long term.

Let us consider first of all what actually happens when a new customer finds our business and begins to view our business products. In this instance, we will assume that they have found us simply by browsing on the Web or walking past our store by chance. They are therefore going to know nothing as regards our quality of service and can judge us only at this stage by the products which we are offering for sale.

The important factor initially is of course in ensuring that we do make the sale and this is best achieved by ensuring that our products are both of quality and attractively priced. We must never make false claims as to what our product can do or achieve, or be subversive in any respect when attempting to secure said sale. We are all too familiar with the commission only salesmen who promise the moon as regards particular products purely in order to secure the sale but this is an extremely harmful practise in terms of our long term success and credibility.

When we have secured the sale by legitimate means, we have to ensure that the after-sales service we provide is of impeccable quality. This covers everything from ensuring that the product is shipped - if purchased on such as the Web - properly packaged and in a timely fashion to dealing with any aspect of customer dissatisfaction in a fair and customer friendly fashion. We must never lose sight of the fact that these customers are the bread and butter of our business and their satisfaction is of paramount importance to our long term success and very survival.

By practising honest sales techniques, providing impeccable after-sales service and treating each customer as the individual which they are, we maximise the chances not only of that customer returning, but of them relating the quality of their dealing experience with our company to their friends and securing us further business. We must never under-estimate word of mouth as an advertising tool - or alternatively, as a bucket of cold water on the flames of our entrepreneurial endeavours.

Learn more about this author, Gordon Hamilton.
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