Every Employee is in Sales

The Key to Repeat Business

For many small businesses, sales often take center stage. The salesperson is celebrated for bringing in that new client or closing a big deal. But while the initial sale is critical, what happens afterward determines whether that client stays with you or walks away. The unsung hero of customer retention? Exceptional service and the broader support team.

The First Sale is Just the Beginning

The role of a salesperson is to make the first impression and secure the initial transaction. This step is vital, as it introduces your business to the customer. However, the real journey starts after the sale. Customers don’t just want to buy a product or service - they want to feel confident they made the right choice. That’s where your service and support teams step in.

Depending on the amount of time and effort it takes to secure the initial order, the first order may actually represent a loss and the account may not provide a profit unless additional orders are realized. It's often said that it's cheaper to keep a customer than to find new ones. How customers are supported at every touch point determines whether or not they stay. Keeping customers is at it's core a good investment.

Building Trust Through Customer Service

Every interaction after the initial sale is an opportunity to strengthen or weaken your relationship with the customer. Did the product meet expectations? Was the delivery on time? Were their questions answered promptly and thoroughly? Was the order accurate? These touchpoints create trust, and trust is what transforms a one-time buyer into a loyal customer.

Here’s the catch: even small mistakes can undo a lot of goodwill built during the sales process. For instance:

• Shipping Errors: Imagine a customer orders ten items for an upcoming event but only receives eight. Even worse, no one on your team can tell them when the missing items will arrive. That customer might scramble to find an alternative supplier and never return to your business.

• Inaccurate Orders: Sending the wrong product—especially if it’s time-sensitive—can cause frustration and disrupt the customer’s operations. If replacements take too long, they’ll likely choose a competitor next time.

• Billing Mistakes: A customer receives an invoice that overcharges them or applies incorrect discounts. They now must spend their time resolving the issue. Even if the mistake is corrected, the hassle can leave a lasting negative impression.

These kinds of errors might seem minor internally, but to the customer, they represent a lack of attention to detail and professionalism.

The Power of Re-orders

Repeat customers are the lifeblood of most small businesses. They cost less to maintain than acquiring new customers, they’re more likely to try additional products or services, and they often become advocates for your business. But these benefits only materialize when customers feel valued beyond the first sale.

A customer who experiences stellar service is not just more likely to reorder—they’re also more likely to recommend your business to others. Conversely, a single negative experience can ripple outward, causing not only a loss of that customer but also potential new ones.

Creating a Culture of Service

To truly optimize customer service, the entire team—not just the designated customer service department - needs to be involved. Every touchpoint, from the delivery driver to the billing clerk, contributes to the customer experience. Building a culture of service means emphasizing the value of the customer at every level of your organization. Celebrate those who go out of their way to satisfy (AKA "keep") a customer satisfied.

No one likes problems, but let's face it, mistakes do occur. Fixing a mistake can actually present an opportunity to shine if your employees are empowered to do so. By taking decisive action to correct, or even over-correct, the mistake can provide an interaction that demonstrates your company means business when it comes to customer satisfaction.

Here are a few ways to foster this mindset:

1. Training and Empowerment: Equip your team with the tools and authority to resolve customer issues effectively. Celebrate exceptional recoveries in employee meetings. Saving an account should be celebrated every bit as much as landing the account.

2. Feedback Loops: Regularly collect customer feedback and make improvements based on their insights.

3. Cross-Departmental Communication: Ensure that sales, support, and operations work seamlessly together to meet customer needs.

4. Consistency: Aim for excellence in every interaction, whether it’s answering a phone call, replying to an email, or delivering a product.

Celebrate the Support Team

While the sales team might get the glory of bringing in new business, remember to celebrate the support team that keeps customers coming back. Recognize their contributions, reward their successes, and invest in their development.

One client I worked with embraced the idea that everyone is in sales so much he added "Sales" to every job title - Shipping / Sales, Reception / Sales etc, just to reinforce their role.

Take Away: I am the first to admit, that this blog post offers some elementary-level insights. But sometimes business owners need a reminder of what's important to regain perspective. Building a culture that outperforms customer expectations is also not easy to accomplish. By optimizing your service focus and creating a culture that values every interaction, you can transform one-time buyers into lifelong customers.

Customer loyalty isn’t given - it’s earned. And it’s your service team that seals the deal.

Mike Warren

President

CAPcolumbus.com