Even after the sale, the salesman has to maintain a cordial relationship with the customer. With the close of the sale, the salesman cannot think of closing the relationship with the customer. As a matter of fact, the salesman should never cease his interest in the customer.
Instead, he should always be on the lookout for further visits of the customer in future’, Sentences like, ‘anything more, Sir / Madam?’ or ‘Whenever you or any of your friends need a refrigerator, please give me first preference to serve?’ or ‘Hope you will allow me to serve you in future’ gratifies the customer. These polite gestures speak a lot about the intentions of the salesman in continuing relationship and willingness to serve the customers.
Some consumer durables like watch, refrigerator, pressure cooker, fan, television, require follow up by the salesman after the sale. The customers in such cases need to be given clear instructions regarding their use, operation and handling.
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After the sale, the salesman should keep continuous contact with the customers in order to sort out any post purchase problems. At regular intervals, he should enquire whether the goods sold by him are providing service to the satisfaction of customers or not.
After sale, service is generally provided to high-priced speciality goods like automobiles, office appliances, household electrical appliances, etc. These services are either given free of cost or they are charged nominally.
The manufacturers or the authorised dealers have to bear the cost of such services. In those cases, the cost of such services is considered as a form of advertising, with a view to building up goodwill and reputation for the organisation as well as for the salesmen.