Most of our content marketing articles focus on growing sales by feeding the funnel with useful and valuable digital content. Creating content for prospects at the very early stages of product, solution, or service education right up to the final purchasing decision is critical. But it's also not the end of the buyer’s journey. The overall goal in many cases is to create a repeat customer for the long term.
Some say the cost of getting a new customer is six to seven times or even more than retaining a client for a future purchase. So, an important part of the discussion with the sales and marketing teams needs to be about post-sale marketing initiatives.
The challenge is the salesperson is oftentimes not the same person getting face time with the customer. It may be a maintenance or service technician getting face time, so it is also important to include this team’s perspective in post-sale digital marketing discussions.
In essence, you have successfully acquired a new customer, implemented their integrated solution, and have shown them the value of an ongoing service agreement. However, down the road, there will inevitably be a time when an upgrade to this new system is required. Perhaps even an entire replacement. And don't forget, the solution you sold and installed may be just one of many that are due for consideration moving forward. The new system may become outdated or outlive its anticipated life expectancy or new technology may be introduced that can be added to the existing solution.
Consider these potential opportunities:
- Implementation of another system
- Technology upgrade to the system recently sold
- Scheduled replacement of PC workstations, servers, and storage appliances in 3-5 years based on IT best practices
- Service maintenance agreements for repairs, software upgrades, and firmware updates
- Referrals to new potential clients
While the list above outlines sales opportunities to the same client, it's important you don't overlook the potential that your existing client has to refer you to someone they know that may benefit from your services or solutions.
Repeat Performance
Having content for the pre-sale portion of the buyer’s journey is a great step to enabling the sales team with resources to assist in achieving subject matter expert status.
However, be sure to consider the marketing strategy in a post-sale environment. Keep current customers aware of new technologies, software and firmware updates, and the opportunity to serve them with additional solutions.
Our team is here to support your sales efforts and marketing programs by helping create and promote pre- and post-sale content for your prospects and clients.
Contact Vector Firm today to discuss your sales initiatives and content marketing needs.
