Sellers often get tied up in the pursuit of new business. But focusing only on "the hunt" can actually hurt their overall success. Instead, prioritizing pre-​sale service can be what leads to a closed deal.

What do buyers want? Stellar pre-​sale service

Delivering quality customer service should never just be a post-​sale effort. Buyers expect excellent service from the very first touchpoint, according to findings from the B2B BuyerSCAN study. In fact, 37% of B2B buyers are willing to pay a premium to buy from companies that provide a superior customer experience.

Additionally, poor service-​related behaviors can kill a deal. The finding that nearly half of respondents (46%) cited “treating my support staff poorly” as a deal-​breaker highlights how strongly prospects value excellent customer service in their interactions with sellers.

Closely related deal-​breakers such as “not returning my calls or emails” (45%) and desire for reliability from sellers (60%) also reinforce this point.

Clearly, buyers see every interaction, from communication to follow-​through, as a reflection of how a seller values service.

Not meeting these expectations can quickly derail a deal, as buyers notice even minor lapses in service.

Are sellers delivering?

When it comes to customer service from sellers, the SalesFuel’s Voice of the Sales Rep study reveals that reps aren’t feeling confident.  A small percentage, only 17%, of salespeople say “delivery after a sale” is a superpower.

What does this mean? There’s a dangerous disconnect between buyers and sellers. While buyers crave consistent service excellence, many sellers admit they are still falling short.

"Bridging that divide could be the key to stronger relationships and more closed deals," Denise Gibson, director of AdMall Sales, adds.

Be a customer service leader

From the beginning of a buyer’s journey, think of how you can optimize the prospect’s experience. Consider how you engage with them: Are your touchpoints respectful and aligned with their preferences? Are you responsive and attentive?

Sales professional Greg Martinelli suggests evaluating how you deliver service by asking yourself these additional questions:

• How easy are we to do business with? How do we compare to the competition? 
• How do we “listen” to our prospects (i.e., gather and apply feedback)?
• What’s the most difficult aspect of doing business with us?  What takes the longest?  What is the most confusing?

The responses can help shed light on areas where you can improve service during the buying process.

As Martinelli explains, relationship-​based selling should be the ultimate goal. This style, he believes, ensures the seller is focused on consistently servicing the prospect.

Sales Fuel agrees, noting that this shift away from transactional selling is what most aligns with what buyers want.

Additionally, the professionals at saleo emphasize the importance of basic service elements, such as responsiveness.

“Respond promptly to inquiries and provide thorough information. Being responsive and attentive shows your commitment to customer service.”

Another way to deliver pre-​sale service? Clearly show that you care. Being authentic, engaging in active listening and offering empathy helps keep the process from seeming transactional.

As Osama Zahid points out, showing care demonstrates that the salesperson is already serving the prospect — not just selling to them.

“Prospects become delighted when I present myself as a trusted advisor who is invested in their success. The only goal I have in mind is to foster a long-​term relationship that can lead to repeat business.”

Adapt your process

Another key to successful pre-​sale service? Adjusting your approach based on what each buyer wants. This means continually asking for feedback from prospects, as well as picking up on cues.

Don’t be afraid to change their journey based on their preferences. This can be anything from switching how they like to meet (video vs. in-​person) and the content you share to outreach methods.

Also, tap into digital tools and analytics to see how your efforts are going and where you can improve.

By focusing on pre-​sale service, delight prospects and set the stage for strong relationships that ultimately lead to closed deals.

Photo by Vitaly Gariev on Unsplash