3 — How can delightful post-sales moments lead to more customers and better pre-sales moments?

In the previous article, we left at the node of how pre-sales contributes towards the creation of delightful post-sales moments.

And the next point of our concern was whether post-sales moments also reconnect with pre-sales by leaving some trails behind?

One might assume that as post-sales or after-sales activities are conducted after the sales are done, what possibly could they contribute to pre-sales?

Think of it as a ring, the head meets the tail eventually. Similarly, post-sales moments lay the foundation for the next round of pre-sales.

Without further adieu, let’s understand how?

What happens Post-sales?

Post-sales moments are meant to create comfort and ease for the customers after they have completed their buying journey and entered the usage phase.

This phase involves the following activities:

• Product-related Support: Post-sales activities like FAQs, product page, user manual, etc. help your customers to understand your products better. According to HubSpot, 61% of buyers feel relevant information about the product can have a positive pact on purchase decisions.
• Customer Service: customers may feel cheated if the product doesn’t meet their expectations. Solving customer queries and transparently redressing their grievances is of great importance. According to Ameyo, the initial resolution of customer issues can prevent customer churn by up to 67%.
• Feedback Gathering: According to Huffington Post, 91% of customers may never complain or give feedback. Rather they’ll simply switch brands. Feedbacks are an early sign of customer churn, so these must be acted upon as quickly as possible.
• Sales Process Evaluation: And lastly, post-sales moments can provide great insights into the entire sales process. The data revealed in this phase must be analyzed thoroughly to understand what went south.

So how do these activities realign with pre-sales?

Back from Post-sales to Pre-sales

Looping in back, here’s how post-sales moments lead to better pre-sales moments:

• Generates New Sales Cycle: Proper post-sales support will result in customers returning to you for purchase and create another sales cycle. According to Nextiva, 52% of customers will make a repeat purchase in return for positive post-sales service.
• Insights can Help: Customer feedback and complaints can help understand the flaws in the existing approach and help improve the pre-sales process for the future.
• Cost Reduction: Retaining existing customers can be 6–7 times cost effective than engaging new ones, according to Kolsky.
• Strengthens Relationship: Timely help and assistance in the post-sales phase can boost customers’ trust and help in creating long-term relationships. A better understanding of the existing customers can help alter the pre-sales efforts to align with their needs personally.

It is now evident that pre-sales and post-sales moments are both equally important and interconnected. Each supports the other. And they can together create a better Customer Experience. But how can that be achieved? Hold your horses to know more about that in our next article!