Photo by Jp Valery on Unsplash
In many businesses, the bulk of Sales and Marketing spending goes toward attracting new clients.
Put another way, that’s first-time users of your product or service.
Consider what happens before a sale is confirmed.
Would-be clients are showered with promises of the many benefits they will enjoy.
Salespeople sweat buckets of effort to win a new client and rejoice when they clinch a deal.
Now, what happens after the sale is confirmed?
In many cases, not much beyond delivering the purchased item.
It’s a missed opportunity.
And I don’t mean just trying to sell a client something else.
With directed attention, that’s likely to happen anyway.
Directed attention is whatever you want it to be, and it doesn’t have to be costly or complicated.
It could be a check-in call or visit at the end of the first and third months to see how your new client is getting on with the product or service.
You might offer and send user guides at different levels, from basic to advanced, as the client becomes more familiar with your software, machine tool or whatever your product happens to be.
Or, a free training day at your premises.
Or anything else you feel will make your new client extremely happy with their choice of buying from your business.
Happy clients not only stay with you for a long time, but they often buy more of what you offer, if they understand why that makes sense for them to do so.
Unhappy clients (those who leave you) are those who have problems with their purchase and get little or no help from the seller.
You get to choose which you want to be.