Salespeople leave money on the table. The sales process doesn’t end with a signed agreement; delivery is the critical next step. Whether immediate or delayed, it’s often handled by someone other than the salesperson—usually agents, contractors, or back-office staff. Salespeople, meanwhile, quickly shift focus on new deals, leaving follow-up with buyers neglected. This is a common mistake that can cost opportunities and relationships. Instead, it is vital to schedule post-delivery meetings with buyers to ensure satisfaction, address issues, and explore further opportunities.
A post-delivery meeting allows salespeople to confirm the product or service met expectations, ensuring any issues are promptly resolved. In Japan, for instance, quick fixes are essential due to tight supply chain imperatives and high customer expectations. By being proactive, salespeople can prevent disruptions to the buyer’s operations and strengthen trust. Additionally, feedback reveals whether buyers remain sold on the product, setting the stage for reorders, cross-selling, or upselling.
Clients often test vendors with small initial orders before committing to larger ones. Passing these tests consistently builds confidence and increases order sizes over time. Moreover, follow-up meetings can uncover additional needs that weren’t disclosed initially. Market changes or deeper trust can reveal new opportunities. Salespeople who only prioritize new prospects risk missing these growth chances with existing clients.
A structured approach aids in maximizing account development. Using a matrix, salespeople list clients vertically and products horizontally, marking current supplies, high-probability opportunities, and less-likely possibilities. This visual tool often highlights overlooked opportunities. Expanding relationships requires the courage to ask simple questions like, “Are there other needs we could help with?” or seeking referrals by narrowing the context, e.g., “In your golf group, is there someone who might benefit from our solution?”
Make sure it is a focused referral request. Broad questions like “Do you know anyone?” overwhelm buyers, while specific contexts help them visualize candidates. For example, asking about their golf group narrows down candidates, yielding better responses.
Sales success isn’t just about closing new deals. It’s about leveraging existing relationships for deeper connections, additional sales, and high-quality referrals. Action steps include scheduling time with the buyer post-delivery, resolving issues swiftly, preparing a product-client matrix for further opportunities, and refining referral requests to maximize impact. Staying engaged post-sale transforms satisfied clients into repeat customers and valuable advocates.
