Marketers know that customer relationships cannot end when sale is reached. Instead, they must grow stronger. It is at this point – after purchase – that a customer becomes most valuable to its company.
We like to look at it this way: in the new sales funnel, customers do not exist once they’ve made a purchase. These past customers are poised to become a B2B brand’s most powerful salespeople. Converting buying customers into brand advocates is a crucial building block that cannot be overlooked.
In the age of internet research and endless peer reviews, companies cannot afford to let their former customers slip into anonymity. With some encouragement, people who have bought and enjoyed your product will provide recommendations that are more trusted than any your salesforce can provide.
Do not hesitate to offer incentives for your company’s former customers who recommend your product to someone else. When referrals lead to bonuses, they are far more likely to happen. Consider implementing a new rewards program to stimulate this process. The reciprocal relationship you develop with your buyers will prove to be one of your most profitable tools.
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