How do you manage and nurture the relationship with the customer after a complex sale?

1 Set clear expectations

One of the first steps after a complex sale is to set clear expectations with the customer about the delivery, implementation, and support of the solution. This will help avoid misunderstandings, conflicts, and disappointments later on. You should communicate the scope, timeline, milestones, roles, and responsibilities of both parties, and document them in a written agreement. You should also establish regular check-ins and feedback loops to monitor the progress and address any issues or concerns.

2 Provide value-added services

Another way to manage and nurture the relationship with the customer after a complex sale is to provide value-added services that go beyond the core offering. These can include training, consulting, coaching, updates, upgrades, or complementary products or services that can enhance the customer's experience and results. By providing value-added services, you can demonstrate your expertise, credibility, and commitment to the customer's success. You can also create more opportunities for upselling, cross-selling, or referrals.

3 Build trust and rapport

Trust and rapport are essential for any relationship, but especially for complex sales that involve long-term collaboration and mutual dependence. To build trust and rapport with the customer after a complex sale, you should be honest, transparent, and consistent in your communication and actions. You should also show empathy, respect, and appreciation for the customer's needs, goals, and challenges. You should also seek to understand their culture, values, and preferences, and adapt your style accordingly.

4 Solicit feedback and testimonials

Feedback and testimonials are valuable tools for managing and nurturing the relationship with the customer after a complex sale. They can help you measure the customer's satisfaction, loyalty, and advocacy, as well as identify areas for improvement or innovation. You should solicit feedback and testimonials from the customer regularly, using surveys, reviews, interviews, or case studies. You should also acknowledge and act on the feedback, and showcase the testimonials in your marketing materials, website, or social media.

5 Leverage social media and content marketing

Social media and content marketing are powerful ways to manage and nurture the relationship with the customer after a complex sale. They can help you stay in touch, share relevant information, educate, entertain, and engage the customer. You should leverage social media and content marketing to create and distribute valuable content that addresses the customer's pain points, interests, or aspirations. You should also use them to showcase your thought leadership, industry insights, or success stories.

6 Reward loyalty and referrals

Finally, you should reward loyalty and referrals from the customer after a complex sale. Loyalty and referrals are indicators of a strong and profitable relationship that can lead to repeat business, increased revenue, and reduced churn. You should reward loyalty and referrals by offering incentives, discounts, gifts, or recognition to the customer. You should also express your gratitude and appreciation for their support and advocacy.

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?