After-sales service is the service that begins once the purchase has been completed and aims to strengthen the relationship with the buyer and build customer loyalty. A good after-sales strategy is extremely important, as it is what will make customers remember the company thanks to their positive experience. By continuing the relationship with the buyer beyond the sale, you will gain new customers in the future through the recommendations of the first ones.
After-sales service in the industrial sector: the importance of differentiation
In the industrial sector there is more and more competition. The products of the different companies in the sector can be very similar, or similar alternatives can be found at the same level of quality (bearing in mind that quality levels can vary widely; we are comparing features on equal terms). Differentiation is normally based on product price (for similar quality). However, trying to stand out on price greatly reduces profits.That is why it is essential to establish a different line of differentiation that expands the customer base. This is achieved by looking after the customer and not considering the job done once the sale has been made.
If your company provides repairs, product maintenance or installation of machinery, it will gain an advantage over those that do not meet customers' needs and leave them in the lurch once they have paid.
Predictive maintenance: look after your customers and reduce costs
It is true that good after-sales service increases sales and therefore final profits. However, providing it can also be extremely expensive. We mentioned above that certain services, such as repairs or maintenance, help your brand stand out from the competition. However, these visits involve additional costs since, on many occasions, the maintenance visit ends up leading to a repair. A machine that stops working because of a mechanical failure damages your company's image and, of course, costs extra money.This is where predictive maintenance comes in. It consists of preventing future machine failures through prior analysis, which determines exactly when maintenance should be carried out. This reduces the number of interventions, labour and spending on spare parts. It also increases machine availability, avoiding unnecessary downtime. In this way, we can look after the after-sales service and the relationship with customers without incurring excessive losses.
This is done using techniques that will bring the company many benefits:
- Thermography
- Reciprocating machine analysis
- Lubricant analysis
- Vibration analysis
- Ultrasound
How to set up good after-sales service
Show your appreciation
The moment just after the purchase is very important. This is when the customer feels most connected to the company. They have chosen you over the competition, weighed up the options and finally trusted your product. Thank them for this, show your gratitude and let them know about other company products that may interest them. It is also a great idea to offer a discount.After-sales advice
You know more than anyone about your company's products. You should therefore advise customers according to their needs and think about the problems they may encounter, even before they notice them themselves. Offer solutions before customers have to voice their needs. You can do this via social media or on the company website. If you find the online environment too impersonal, you can organise events where you show customers how they can get more out of your product.Interest in customer satisfaction with your product
Once some time has passed since the sale, it is worth letting the customer express how satisfied they are with the product. This shows your interest, which customers greatly appreciate. You will also be able to correct any mistakes and provide a better service in the future. The best way to find out whether your company has strong potential buyers is to listen to your customers.Customer service
This service gives customers peace of mind, as they know they are not alone when facing a problem and that your company is there to help them. You can provide this service through a chat on the company website or through a call centre. It is important that this phone line is free of charge and available 24 hours a day for emergencies.By putting all these tips into practice, you will give your company an excellent image and turn your customers into its ambassadors, providing the best advertising of all: word of mouth. Look after your customers and keep taking care of them once they have paid for your product: a satisfied customer makes for a successful company with plenty of opportunities.