How can you help clients understand the value of aftersales services?

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Aftersales services are the activities that you provide to your clients after they purchase your products or solutions. They can include technical support, maintenance, warranty, training, upgrades, feedback, and loyalty programs. Aftersales services can enhance customer satisfaction, retention, and loyalty, as well as generate additional revenue and referrals. However, not all clients may appreciate the value of aftersales services, especially if they have a transactional mindset or a limited budget. How can you help them understand the benefits of aftersales services and persuade them to invest in them? Here are some tips to improve your client relations and increase your aftersales opportunities.

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Parker Chase-Corwin
??Chloe Nguyen

Providing life insurance, financial plan and career advices | The Next GenE-ration of Insurance Experts @ Gen E by…

1 Know your clients

Before you offer any aftersales services to your clients, you need to know their needs, expectations, goals, and challenges. You can use various methods to gather this information, such as surveys, interviews, analytics, testimonials, and case studies. By knowing your clients, you can tailor your aftersales services to their specific situations and preferences, and demonstrate how they can help them achieve their desired outcomes and solve their problems.

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Syed Umar

Customer Success Manager | Project Management | Expertise in AI Automation, Onboarding, Retention, and Client Relationship Management | SaaS | Customer Experience Enthusiast
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1. Clearly Define Aftersales Services: Clearly articulate what aftersales services encompass. Provide a comprehensive list of services, such as maintenance, technical support, training, and warranty coverage, to give clients a complete understanding of what they can expect. 2. Emphasize Long-Term Benefits: Highlight the long-term benefits of aftersales services. Illustrate how these services contribute to the extended lifespan, optimal performance, and reliability of the product or service, ultimately leading to cost savings and enhanced value over time. 3. Customer Success Stories: Share customer success stories that specifically highlight the positive impact of aftersales services. Real-world examples can demonstrate

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2 Educate your clients

Many clients may not be aware of the full range of aftersales services that you offer, or how they can benefit from them. You need to educate your clients about the features, advantages, and benefits of your aftersales services, and how they can complement and enhance the value of your products or solutions. You can use various channels to educate your clients, such as emails, newsletters, blogs, webinars, videos, podcasts, and social media. You can also use case studies, testimonials, and reviews to showcase the success stories and results of your aftersales services.

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Parker Chase-Corwin
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An informed client is a far better prospect. Make sure that they know that you offer services that can help them maximize the value from their deployment. Offer case studies on benefits that other customers have realized. Your job here is not to push them to buy services but to show them what is possible with your help.

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Syed Umar

Customer Success Manager | Project Management | Expertise in AI Automation, Onboarding, Retention, and Client Relationship Management | SaaS | Customer Experience Enthusiast
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4. Educational Content: Create educational content, such as blog posts, articles, or infographics, explaining the importance of aftersales services. Break down complex concepts into easy-to-understand information that emphasizes the value these services bring to clients. 5. Personalized Consultations: Offer personalized consultations to discuss aftersales services based on the client's specific needs and concerns. Tailor your discussions to address their unique situation, showcasing how these services can add value to their specific use case. 6. Transparent Communication: Be transparent about the costs and benefits associated with aftersales services. Clearly communicate how these services align with the client's business goals

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3 Communicate with your clients

Communication is key to building trust and rapport with your clients, and to keeping them engaged and satisfied. You need to communicate with your clients regularly and proactively, and provide them with timely and relevant information, updates, and feedback. You also need to listen to your clients' feedback, questions, and concerns, and address them promptly and effectively. By communicating with your clients, you can show them that you care about their success and satisfaction, and that you are available and responsive to their needs.

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??Chloe Nguyen

Providing life insurance, financial plan and career advices | The Next GenE-ration of Insurance Experts @ Gen E by Generali | Personal Growth | A Story-teller | Ex. Headhunter
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Totally agree on frequent communication with clients in the stage of after-sales to get them engaged, remembered and satisfied. Apart from the CRM, one tool that I use to keep track of conversations with clients is Notion-personal CRM template. It has a very useful function that you can track the status from your latest conversation with a person, and you can also personalize your own formula/algorithm to get back and follow up with that person from the last contacted after a specific amount of time. For me, I will "hit them up" if I don't have any meaningful conversation with them for more than 1 month. Below is the formula I use: if(dateBetween(now(), prop("Last Contacted"), "months") > 1, "Hit them up!", "??")

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Syed Umar

Customer Success Manager | Project Management | Expertise in AI Automation, Onboarding, Retention, and Client Relationship Management | SaaS | Customer Experience Enthusiast
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7. Preventive Maintenance Messaging: Emphasize the importance of preventive maintenance in aftersales services. Highlight how regular check-ups and proactive maintenance can identify potential issues before they escalate, preventing costly repairs and minimizing downtime. 8. Training and Skill Development: If applicable, promote training and skill development opportunities as part of aftersales services. Explain how ongoing training can empower clients to maximize the use of the product or service, leading to increased efficiency and effectiveness. 9. Continuous Support: Stress the availability of continuous support through aftersales services. Assure clients that they have a dedicated support system in place, ready to assist with queries

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4 Add value to your clients

One of the best ways to help your clients understand the value of aftersales services is to provide them with value-added services that go beyond their expectations and requirements. You can do this by offering them free or discounted services, such as consultations, assessments, audits, reports, or trials. You can also provide them with exclusive access to resources, tools, events, or networks that can help them improve their skills, knowledge, or performance. By adding value to your clients, you can show them that you are not just selling them a product or solution, but a partnership and a relationship.

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Parker Chase-Corwin
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Before you discount or give away aftersales services, make sure you have a strategy in mind (and approvals in place). Giving services to a client to overcome a technical challenge or improve their adoption of your product can have significant value in the long-term partnership, but should result in a benefit to your company as well over time. Ideally, the services would lead to something else, such as an expansion, a renewal, or a reference.

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5 Ask for referrals and testimonials

Another way to help your clients understand the value of aftersales services is to ask them for referrals and testimonials. Referrals and testimonials are powerful forms of social proof that can influence your clients' perceptions and decisions. By asking your clients to refer you to their contacts or to share their positive experiences and results with your aftersales services, you can show them that you appreciate their loyalty and trust, and that you are confident in the quality and value of your aftersales services. You can also use referrals and testimonials to attract new clients and expand your market reach.

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6 Measure and improve your aftersales services

Finally, you need to measure and improve your aftersales services to ensure that they are delivering the value that you promise and that your clients expect. You can use various metrics and indicators to measure the performance and impact of your aftersales services, such as customer satisfaction, retention, loyalty, revenue, referrals, and feedback. You can also use various methods to improve your aftersales services, such as innovation, optimization, automation, personalization, and differentiation. By measuring and improving your aftersales services, you can show your clients that you are committed to excellence and continuous improvement, and that you are always looking for ways to add more value to them.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Parker Chase-Corwin
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Be careful sharing case studies if you offer a bespoke solution that is highly configurable. Customers will look at successes that other customers have seen and want to do it just like them... only to find out that they don't have the right configuration or 3rd party integrations to make it possible. This can result in an unintended negative reaction. Best way to avoid this is be very clear in the case study what technical requirements are necessary to achieve the outcome.

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How can you help clients understand the value of aftersales services?

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1 Know your clients

2 Educate your clients

3 Communicate with your clients

4 Add value to your clients

5 Ask for referrals and testimonials

6 Measure and improve your aftersales services

7 Here’s what else to consider

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