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After The Sale Is Over

Written by: Donald F. Pooley

Article Overview: You made the sale, and you're about to deliver the contract to the customer.

After The Sale Is Over

You made the sale, and you're about to deliver the contract to the customer.
What's the best way to do that?
You could, of course, just mail it. But that's not smart, unless you never want to deal with this customer again.
But, if you want to convert this customer to a client, you deliver the contract in person. And you make a special appointment to do it.
This delivery meeting is your chance to shine, to show the superiority of your services to those of any other advisor he's ever dealt with.
How do you do that?
First of all realize that this meeting is as important as the one that first turned him into a customer. It may be even more important, because as a continuing client he'll have an ongoing requirement for your services, and could also become a valuable source of future referrals.
You must build a lasting relationship. That's what converts a customer to a client. A client is a customer who wants to continue to do business with you.
And the delivery meeting is where you show him why.
It's easy, really. Think of how you like to be treated when someone is presenting you with something you just bought.
For example, I like to be reminded about why I bought it.
So that should be high on your agenda. Remind your customer of the benefits of his new contract, and how they fit into his goals.
You want him to treasure it, so if you have a nice folder to put it in, use it. We all enjoy nicely-wrapped packages.
This is also your chance to get more information that you can use to strengthen your relationship, such as his wife's name and birth date, ditto for children, wedding anniversary, and how long they've been married, and his email address. He'll appreciate emailed reminders of these dates in time for him to buy cards and/or gifts.
And speaking of gifts, he'll appreciate it if you have one to give him as you're about to leave. It doesn't have to be expensive, but do try to make it distinctive, and something he'll associate with you. At this time of year, a diary or pocket planner in a cover imprinted with your name would be appropriate.
Your aim is to build a relationship he wants to maintain, because it's far easier to sell someone who has bought from you before, than someone who has never bought from you.
So plan your post-sale delivery process as carefully as you plan your approach. It's the profitable thing to do!

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