How to Keep Customers Engaged After the Sales Call

I’ve heard different versions of this story from many salespeople: When they’re with a customer, they create excitement and interest. But after the meeting, the customer’s interest wanes.

What’s going on? And what can you do about it?

A good salesperson is able to create a conversation that engages and interests a customer. The salesperson’s presence and conversation skills are a key driver of this engagement and interest. But if they’re the only drivers, it’s not hard to understand why the customer won’t be as interested tomorrow. You need to make sure your customer really understands and believes in the substance of what you’re discussing.

Here are four ways to ensure the customer maintains lasting beliefs about your conversation.

Consider this question: “Tomorrow, if this customer is telling a friend about their meeting with me, what do I want them to say?” Answering this question will force you to think of key takeaways that you want to leave with your customer. It will also force you to focus your message.

Use language your customer would use. It’s always important to avoid jargon, and it’s especially important during a sales call. Your customer can only create clear, lasting beliefs about their conversation with you if they can frame those beliefs with words that are natural and familiar to them. Pay attention to the way the customer talks, and be sure to offer your information in language that matches the language they use.

Give your customer opportunities to summarize. Create space for your customer to recap their thoughts. Don’t be afraid to ask them to summarize what they’re taking away from the conversation. This will give you a chance to see if they understand what you want them to understand, and it will also help them solidify their thoughts.

Provide a recap—now and in your follow-up note. If your customer isn’t able or willing to summarize their takeaway, give them your own as the conversation is winding down. And, if appropriate, recap those points in a follow-up note.

Your customers lead a busy life; they don’t spend a lot of time thinking about your product, and they don’t care as much about this sale as you do. Don’t rely on them to remember your conversation as clearly as you will. Instead, help them create motivating, lasting beliefs that encourage them to buy.

Steve Yastrow is best-selling author of “Ditch the Pitch: The Art of Improvised Persuasion” and founder of marketing firm Yastrow and Company.