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During a recent customer service training and development workshop, the X5 team facilitated a roundtable discussion on customer communication process and receiving customer feedback.

It is concerning how many sales reps disappear after an initial sale is made and the product or service has been delivered. They mistakenly think that their work is done, but their job of servicing the customer and building the relationship should have only just begun. Successful sales and service reps will effectively handle complaints, continually provide customer satisfaction, plan for follow-up and consistently communicate expectations and deliverables with their customers.

Sales reps should make a point to stay in contact with their customers as well as receive feedback regarding the sales process. Furthermore, communication between the sales team and the internal team that handles implementation is imperative. Does your business have a feedback mechanism in place to facilitate this process? How does your sales and service team communicate? Do they communicate enough? Have you asked your customers for feedback regarding what went well or what could have gone better in the delivery of your product or service?

If your answer is no to some of these questions, you are not alone. However, given the current conditions of our marketplace, providing a high level of service to our existing customers needs to take top priority for any organization. Successful individuals involved in the sales process will create a personalized execution plan and share it with the customer prior to the implementation of the product or service.

Here are a few key tips for building positive customer relationships that last:

  • Keep customers informed throughout the project. (new products, competitive issues, account information, orders, key milestones reached etc).
  • Discover what key concerns are important to your customers at different times.
  • Continually check in and don’t assume you know what your customers want.
  • Communicate consistently, add value, and provide ideas, and resources to help your customers.
  • If you make a mistake, be honest and admit it. Brainstorm creative ways to overcome the mistake.
  • Reliability wins the day. Follow up and do what you say you are going to do.

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