Basics of effective Selling

Session 3 FOLLOW THROUGH the Sale



The most financially rewarding part of making a good sale is
capitalizing on the good will of your satisfied customers. Your job is
to make sure they are pleased with their purchase and proud of the
wise decision they have made. Perhaps most importantly, you want
them to see a need to continue and expand the seller/buyer
A sales professional knows how to:



Successful sales professionals take care to develop long-term
relationships with their customers. They understand that the
only way to consistently generate orders and increase business
is through customer loyalty. This loyalty is built by continuing
to monitor and cultivate the customer’s satisfaction. In order
to structure a long-term relationship, you need to

Document the selling process.
Ensure effective customer service.
Apply cycling.
Use contact tracking.

Document the Selling Process

Ask the participants, “How many of you document the Selling Process?”
Wait for the responses from the participants.
If some of the participants say “Yes”, then ask what is the method they
follow for documenting the Selling Process.
If none of the participants say “Yes”, then say, “Let me explain you the
benefits of documenting the selling process.”
Now explain the benefits as given below

Many people resist and procrastinate documenting sales, because it’s not
particularly fun and certainly not glamorous. However, it’s absolutely essential in
building and managing a business. Documenting your sales enables you to
ensure that the customer’s order is properly filled and executed and it
provides you with the information you need to follow up on the order and gain
repeat business.
Besides filling out the necessary order forms and reports, now is also the time
to make any notes to yourself about what you did well and what you
need to work on or change in your sales approach. Learning from every
selling experience will assure that you continuously improve your competence

Ensure Effective Customer Service

Throw an open questions –
“Thinking of the last time YOU received
excellent customer service, what happened
during the interaction that made it so
Ask another question –
“What is in it for the customer when you
provide excellent service”
Explain using the details given below

You made the sale, and you will eventually pay a price if the
customer isn’t satisfied. Ensuring that the customer receives effective
service should therefore be very high among your priorities. As a
minimum, your customers expect on-time delivery, a quality product
or service that meets their specifications, proper installation, and, if
necessary, training in how to use the product or service

Address these expectations during the selling process and at order
entry. Then follow up to make sure that they have been fulfilled and
that all necessary action items have been completed. Ensuring
customer satisfaction is your responsibility

Apply Cycling

Ask the participants what is meant by “CYCLING?” do they follow
cycling in their sales process. Details of cycling are on the next

Continuing customer service also includes cycling.
Cycling refers to the practice of maintaining systematic
contact with your customers. This contact should be
meaningful or beneficial from the customer’s point of
view. There are a variety of methods to use, such as
personal visits, phone calls, notes or other mailings.
The contact cycle should match your customer’s
purchasing cycle and be flexible enough to meet
special requirements that may surface.

Again throw a questions – “Who will tell me the 80:20 rule?” and
“How can we apply the 80:20 rule in our selling process?” wait for
the participants response. Details on the next page.

Cycling gives you an opportunity to provide new information to a customer
(or to get it), to do a little hand-holding or mentoring, or help resolve
complaints. It also puts you in a position to anticipate and capture repeat
business. Use the 80:20 rule to define the customers who have the highest
potential for repeat business. Contact tracking will provide the information
you need to determine who they are.


Cycling generally includes these or similar steps:
1. Reflect on feedback you receive through your company’s formal process.
Most companies send a survey or call to check on customers. Any relevant
feedback should come to you to consider and implement.
2. Determine when and how you will make a next contact with this
customer, based on the product, normal sales cycle, timing, customer
needs, and any other relevant factors.
3. Anticipate the timing of the next sale.
Don’t overdo it! You don’t want to be a pest. Frequency of contact will vary,
depending on the number of your clients, the size of your orders, and the nature
of your product or service. Be sure to maintain contact in a variety of ways

The 80:20 rule

Champion sales people know that 20 percent of their customers will give them
80 percent of their business. Therefore, their attention is focused on that 20%
high payoff group. You have a limited number of hours to spend cultivating and
maintaining relationships, so you need to make the most of them. Be sure you
maintain and review your documentation to know who the 20% are. This doesn’t
mean that you neglect all of your other customers. It means that at least 80% of
your cycling resources should be devoted to developing and maintaining
relationships with this select group.

Use Contact Tracking

The more information you have about a
customer, the better position you are in to
develop a long-term relationship. An
important tool for gathering and monitoring
this information is a Client Tracking Record

This document must be accurate and timely because it is the
foundation on which you build your repeat business. It should contain
all the pertinent data and relevant situations that may require special
attention. This is your most valuable cycling tool.
While this has been done manually for many years, recent technology
has provided some excellent software programs to help you, such as
Act and Goldmine.

Client Tracking Record

Initially you should record:
1. Client information—name, position/title, company, contact information
(phone, fax, e-mail)
2. Company information
3. Relevant comments
Subsequent contacts should include:
• Date and mode of contact
• Objective of the contact
• Customer needs
• Your response
• Action items
Before each contact you should prepare by reviewing your notes on the last few
contacts with the customer