Once they start the business and they begin to make sales, they believe that customer success happens when a sale is made, but nothing could be further from the truth. Therefore, this article will be discussing the four reasons why sales is not customer success and what customer success can be defined as.
4 Reasons Why Sales is Not Customer Success
Customer success is not defined as the largest amount of sales that a company can make. It is defined as what happens or is done by a company in order for it to manage the relationship or relationships between a customer and the vendor or business.
The main goal of this term (customer success) is to make each customer as valuable and successful as possible, which does not always have to result in a sale or a number of them. So what are the four things that make customer success?
- Up-sells: Novice online entrepreneurs believe that the product they are marketing through their advertisements should be the end goal, and so they don’t think beyond that. The product you are advertising should be the catalyst to upsell a customer because it is easier to sell them another “related product” than to have to find another customer.
- Lifetime Value: One sale should not be considered customer success. In order for a customer to be successful to your organization, you must know the lifetime value of that customer. For example, if you sell a monthly membership, how many months do you project the customer will keep the membership going? You should have some sort of customer success software to track this or else it will get lost in the cracks.
- Sales Funnels: As we mentioned in the first bullet point, novice entrepreneurs believe they’re only selling one item to one person, but that should never be considered customer success. Customer success is when they have gone all the way through your sales funnel and believe in your product so much that they have gotten ten more referrals for you. Again, keep track of all this with a customer success software.
- Customer Service: Customer service is not what most people believe either. Customer service begins when the customer has purchased your product or service. Find out what they need, how they used it, if they know anyone else that may benefit from it, and whether or not they’re interested in something else you sell. This is customer service, not waiting for customers to call for you to answer questions they could have easily found online.
In conclusion, in this article we discussed the topic of customer success and why it is not what most people and business owners think. Customer success should entail multiple sales, an accurate customer lifetime value (LTV) projection, and a simple yet complex sales funnel to find your best and most loyal customers.
Business owners believe that their customer success happens once a customer has purchased the product or service advertised, but this is the first step in the journey towards real customer success. If you want to stay ahead of the competition, make an effort to define customer success with the methodology we explained and you will not only have more sales, but customers who are happy to do business with you and who will refer others as well.
Author Bio: Douglas Pitassi is a freelance writer and small business blogger.