When your client returns from vacation, you are essentially fired. They are now your unclients. You may call them clients again only when they have put money down on a future trip.
Many businesses make the egregious mistake classifying post-sale consumers as loyal clients. This is a common default assumption when: a) the business is confident they delivered as promised; and b) when the consumer does not follow up with issues or negative feedback.
This business expects repeat and referral business to be the natural next step in the relationship — sort of a reciprocity payback for a job well-done.
In fact, the post-sale consumer has this expectation of the business!
While the unclient may be generous in post-trip gratitude, they anticipate a reciprocity payback for the money already spent with the business.
Consumers feel a stronger bond with a travel agent, especially when that salesperson has provided a remarkable level of service throughout the purchase process. When that same salesperson does the disappearing act post-trip, the consumer questions their true intentions. Was I special? Was I just another faceless sale? Was their care sincere or all phony baloney?
In today’s faceless e-commerce marketplace, we are growing accustomed to the phony baloney customer service pledge (sadly) and meaning-less emails expressing thanks.
I see this as a profound opportunity for travel entrepreneurs to rise and shine. Imagine how you’d be a standout business by delivering loyalty-grade-service before, during, and long after the sale.
Agents, you are fired once your client comes home. They become unclients the very next day, unless you shower them with enduring gratitude. Loyalty is earned, not owed, one purchase at a time.
I love my bank (First Horizon) because they communicate personally and consistently. I believe their caring is sincere because they remember every little detail about my family, my business and our previous conversations. There is never a long gap between personal emails and phone calls from my ‘private client services’ person.
Get fired. Get rehired. I guarantee this mindset will bring you abundant repeat and referral business! I urge you to think of the sales cycle in this context, so that you work as diligently post-sale as you did pre-sale. Never get too comfortable, or cocky, and believe you own a consumer’s business – even if you have delivered phenomenal work.
Perhaps you can practice like a ‘private client services’ salesperson. Stand head and shoulders above the sea of businesses by prioritizing the clients’ expectations in the pre- and post-sale phase. That is, if you want loyal customers.
Stuart Cohen, Chief Motivation Officer at StuartLloydCohen.com
If you can think big, Stuart will help you do big! An accomplished 28-year travel industry executive turned serial solopreneur, Stuart is a creator of brands and an energizing motivational speaker. He motivates & maximizes personal performance in leadership, entrepreneurship, salesmanship & wellness.
