Nurturing the B2B Sales Relationship: Post-Sale Practices That Retain and Delight Clients

September 28, 2023
Sales and Service

There’s a common adage that’s been making the rounds in the business world for years: “The sale is just the beginning”. But what does it truly mean, especially for a B2B salesperson? For anyone who is in sales, and then hands off the client to a colleague once the ink is dry on the sales contract, the client care after the sale is what can create repeat (and happy) customers!

Why Post-Sale Client Care Matters

The customer journey doesn’t end when a deal is closed. In fact, a significant part of this journey happens after the sale. This is the phase where you have the opportunity to foster client loyalty, encourage repeat business, and even stimulate referrals.

Companies that prioritize client care after the sale demonstrate their dedication to customer success, not just their bottom line. This practice not only elevates your brand’s reputation but also strengthens your relationships with clients, ultimately driving long-term growth.

Pros of Having a Robust Post-Sale Client Care Campaign

There are a number of benefits and reasons to add a post-sale client care campaign to your responsibilities as a B2B sales professional:

Client Retention: A well-nurtured client is likely to remain loyal, reducing churn rates.
Customer Satisfaction: Post-sale care can increase overall customer satisfaction, reflecting positively on your brand.
Upselling Opportunities: Maintaining an open line of communication may open opportunities for upselling or cross-selling.

Cons of Creating Post-Sale Client Care Campaign

Adding this to your list of responsibilities doesn’t come without a price. Some cons to having a post-sale client care campaign can include:

It’s Resource-Intensive: Providing high-quality post-sale client care can be time-consuming and requires dedicated resources.
You Run the Risk of Overcommunication: Striking a balance between being helpful and intrusive can be challenging.

Handing Over to the Service Manager

Passing a client to the service manager is an integral part of the post-sale process. Here are some tips for making the transition smooth:

Proper Introduction: Introduce the client to the service manager with a warm, personalized email.
Transition Meeting: If possible, set up a transition meeting where you, the client, and the service manager are present.
Clear Communication: Clearly outline the roles and responsibilities of the service manager to the client.

Troubleshooting the Handover

The transition from “sales to service” can present some challenges. Your client may feel apprehensive about dealing with someone new, or there may be a lack of communication between the sales and service departments. To overcome these issues, ensure transparent communication and work closely with the service manager to address any client concerns promptly.

Staying in Touch Without Overstepping

It’s important for you as the salesperson to stay in touch with the client while respecting the new role of the service manager. You can do this by:

Checking in Periodically: Send emails or messages to check how the client is doing. Work with your service manager to see if any of their tasks can be easily and effectively given to you to perform as part of your campaign.
Share Useful Information: Send industry updates or new product information that may interest the client. Consider their goals from when they first started engaging with you, showing that you’re still listening for what they need.
Ask for Feedback: A short survey or casual conversation about their experience with your company can keep communication lines open and show that you’re willing to work on perfecting your practice for them and other clients in the future.

Touchpoints that WORK!

Here are some ways a salesperson can stay connected with clients without encroaching on the service manager’s territory:

**Send a thank you card** Appreciating the business is a great way to amplify your brand and create goodwill heading into the next stages of the business funnel.

**Celebrate Milestones Together:** Keep track of important events and milestones in your client’s business. A congratulations message on the anniversary of their company or the launch of a new product not only keeps you in their thoughts but also shows you genuinely care about their success.

**Provide Thought Leadership Content:** Share blogs, articles, and reports related to their industry or role. Make sure these pieces offer value, such as insights into market trends or strategies to tackle common challenges. This not only helps your client stay informed but also positions you as a resourceful partner.

**Extend Invitations to Events or Webinars:** If your company is hosting an industry event, webinar, or even a casual networking session, be sure to invite your client. It’s an excellent way for them to gain value and for you to stay top of mind without impinging on the service manager’s role.

**Offer Assistance During Company Changes:** If your client’s company is going through changes, such as a merger, new leadership, or even a shift in strategy, reach out to offer assistance. While the service manager will handle the specifics, your support can be comforting and affirm your commitment to their success.

**Engage on Social Media:** If your client is active on LinkedIn or other social platforms, engage with their content. Likes, shares, and comments on their posts can keep you in their orbit without being intrusive.

**Remember Personal Details:** If you’ve learned personal details during your sales interactions, such as their love for golf or a favorite author, occasionally touch on these topics in your communication. A quick message about a new golf club or the latest book by their favorite author shows your relationship extends beyond the professional realm.

**Say “Hi” in person** Even after the sale, find ways to see them IRL and say “hi”. This continues to build the budding relationship and makes your contact feel less like a number on your sales spreadsheet

Remember, the key is to be helpful, not intrusive. It’s about maintaining a professional relationship without stepping on the toes of your service manager.

Client care after the sale is vital for nurturing long-term, fruitful relationships in the B2B sphere. While it may have its challenges, the benefits of customer loyalty, satisfaction, and potential business expansion opportunities certainly make it worth the effort.

Ready to level up your B2B sales approach and reap the rewards of a robust post-sale client care strategy? Connect with Leanne for tips about how your small team can create a robust campaign as a hotel or destination sales and service team!