Nearly a quarter of sellers say that it’s getting harder to retain clients, according to SalesFuel’s recent research. The same number also report increased difficulty in upselling current clients.

These findings point to an issue with customer service in sales. Reps are struggling with these issues, likely due to gaps between what clients want and what they are actually getting.

Additional research reveals that B2B buyers highly value customer service. So much so, that they are willing to pay more. 37% of buyers say they will pay a premium to buy from companies that provide a superior customer experience.

Why prioritize customer service in sales?

While the thrill of “hunting” and winning new business is exciting, it’s important to bring that same energy to maintain those accounts. Current clients not only provide revenue but also represent opportunities for upselling and cross-​selling, as well as helping earn even more new business.

“It’s clear that keeping customers happy post-​deal is worth every reasonable effort,” explains Tim Londergan, SalesFuel.

“Especially when you consider that 61% of B2B revenue comes from existing customers through renewal and expansion.”

How to make current clients feel the love

When considering improving customer service, it’s important to think about what initially won over your clients. A lot of those efforts simply need to be shifted to now align with their needs as clients.

Follow up often

For example, consistent communication is essential. While self-​service is important to many of today’s buyers, that doesn’t mean you disappear.

“Following up is a necessary, time-​consuming process for building relationships with leads, but it doesn’t end once a sale is finalized,” writes the pros at Revenue Grid.

Check in to keep an eye on their usage and satisfaction and make sure to reiterate your availability to assist. Also, make follow-​ups valuable by including information they can use, such as a user tip or upcoming webinar they may find helpful.

And even if self-​service is encouraged, take time to offer occasional reminders about how to access important tools and functions.

“Guides, FAQs and live chatbots all fall under this umbrella,” according to Revenue Grid.

“These keep customers from having to contact customer support for every small question, freeing up that team to take on the issues requiring more attention ‒ meanwhile avoiding frustration on the client’s end.”

And remember, you learned their communication preferences, and those likely haven’t changed post-​sale. Continue to align your engagements with what they want to offer value and show you respect their needs.

Invite and consider feedback

Give customers an easy way to share honest feedback, whether through a simple contact form or a support email. Follow up with a few targeted questions instead of long surveys to increase response rates.

And, most importantly to improving customer service in sales, honestly consider all submitted feedback.

Use it to gauge satisfaction and improve the experience. Remember, unhappy customers often leave quietly, so consider small incentives to encourage responses.

Consistency will pay off

Improving how you deliver customer service in sales will require work, but it will pay off. Doing these things consistently will help you retain accounts, expand relationships and stand out in a competitive market.

In today’s sales environment, how you support customers after the sale may be just as important as how you win them in the first place.

Photo by Vitaly Gariev on Unsplash