He also includes a few examples of how you can make a sale, inparticular a first sale, memorable (positive) for your customer and encourage future sales.
It's the little things that count!
I'd love to hear what some of you have done - what personal touch you've added, OR an expereince you had when you bought something (service/product - on or offline).
Excerpt:
"What does your company do after the cash register rings? Do you view a sale as the start of the relationship, or the end? Do you exert as much effort to keep customers as you do to acquire them?
Sometimes, the most effective marketing and selling efforts take place after the first transaction.
The customer you just rang up is a walking, talking ad. If she's pleased, she can have her family and friends on board and ready to buy from you in minutes. If she's unhappy, she can spread a seed of discontent just as quickly.
She also holds purse strings and is looking for an excuse to buy from you again. Ignore her at your peril."
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