Having overcome the learning, buying and taking that big next step of purchase, your buyer has to deliver on the promises to their business. Making sure you support them during these crucial first steps means the difference between a successful rollout then on to expansion and more, or a faltering start and low adoption. Let’s see how great content makes your customer’s onward journey pleasurable, effective and massively impactful to their business goals.
Expectations
In this stage, Buyers must deliver on the expectations of those for whom the change impacts the most.
This stage is post-sale, but that doesn't mean presales isn't involved. A strong presales team can be crucial in setting the stage for exceeding customer expectations after the sale is closed. Here are some key ways they can contribute alongside Customer Success
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Managing Expectations:
- Deep Needs Understanding: During presales, thorough consultations uncover customers' specific needs, challenges, and desired outcomes. This information is then communicated to post-sales teams, ensuring they're equipped to deliver a tailored experience that addresses those expectations.
- Realistic Roadmap Setting: Presales can set realistic timelines and milestones for implementation, onboarding, and training. This transparency avoids post-sale disappointment and builds trust from the very beginning.
- Proactive Communication: Presales can set the tone for ongoing communication by establishing preferred channels and communication frequency. This ensures customers feel informed and supported throughout the entire journey.
Optimizing Onboarding and Support:
- Preparatory Materials: Presales can create valuable resources such as Tours, FAQ demos, and other automated training materials. These resources can be shared pre-launch, smoothing the onboarding process and quickly empowering customers to become self-sufficient.
- Targeted Training: Training sessions can be customized to address specific customer needs and pain points based on the information gathered during presales. This targeted approach ensures efficient learning and faster value realization.
- Continuous Feedback Loops: Presales can establish feedback mechanisms early, encouraging customers to share their experiences and concerns. This ongoing feedback loop enables post-sales teams to address issues and refine their support strategies proactively.
Building Relationships and Advocacy:
- Personalized Handoffs: Presales can facilitate smooth handoffs to post-sales teams, ensuring continuity of relationships and understanding. This personalized approach makes customers feel valued and supported throughout the lifecycle.
- Proactive Engagement: Presales can stay involved beyond the initial sale, checking in with customers regularly and offering ongoing support. This proactive engagement fosters trust and loyalty, turning satisfied customers into brand advocates.
By actively participating in post-sale processes, presales teams can bridge the gap between sales promises and post-sale delivery. This collaborative approach results in a seamless customer experience, exceeding expectations and driving long-term success. Remember, the effectiveness of these strategies depends on strong communication and collaboration between presales and post-sales teams. They can create a unified customer journey that fosters trust, satisfaction, and advocacy by working together.
Satisfaction
In this stage, measurement of the change should lead buyers to feel satisfied with the decisions they have made. The impact and outcomes provide data to grow and strengthen any expansion of the project.
A buyer's post-sale satisfaction is a complex tapestry woven from various threads, each contributing to their overall sense of fulfillment. Here's a breakdown of some key elements:
Meeting or exceeding expectations:
- Problem solved: Did the purchase effectively address the initial problem or need it was intended for? Feeling a genuine improvement in their situation brings immense satisfaction.
- Value delivered: Does the product/service offer the promised value proposition? Perceiving a good return on investment (ROI) fuels positive feelings.
- No unpleasant surprises: Were there any hidden costs, unexpected limitations, or performance issues? Avoiding negative surprises fosters trust and satisfaction.
Smooth and seamless experience:
- Effortless onboarding/implementation: Was the setup process clear, efficient, and supportive? A hassle-free transition boosts confidence and enjoyment.
- Quality customer support: Is help readily available when needed? Responsive and helpful customer service fosters a sense of security and trust.
- Proactive communication: Are they informed about updates, improvements, or potential issues? Feeling valued and in the loop enhances the overall experience.
Emotional connection and trust:
- Feeling heard and understood: Did the presales/sales team genuinely listen to their needs and concerns? A personalized approach fosters connection and loyalty.
- Building a relationship: Do they feel like more than just a transaction? Building rapport with specific individuals within the company creates a positive association with the brand.
- Sense of community: Are there opportunities to connect with other users or participate in a broader ecosystem? Feeling part of something bigger strengthens the positive experience.
It's important to note that the relative importance of these factors can vary depending on the individual buyer, the type of purchase, and the overall context. However, understanding these key elements can help you identify ways to cultivate and nurture customer satisfaction. Remember, a satisfied buyer is more likely to become a loyal customer, advocate for your brand, and repeat business in the future. By creating a positive post-sale experience, you can reap the rewards of long-term customer relationships and sustainable business growth.