A customer’s first purchasing experience is often what builds their trust in ثقة العملاء in the product and the company—or, just as easily, does the opposite. This helps explain that

common saying among marketing and sales professionals: “The real sales process begins after the sale.”

This phrase is neither unusual nor a play on words. Rather, it points to the fact that the post-sale experience is the key factor in earning trust

customers or losing them. Employees at all companies may be able to sell a range of products in the same way, but what influences and attracts or alienates customers is how they are

treated after the sale.

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The impact of the first experience:

Customers who leave are often those interacting with a company for the first time. This phenomenon caught the attention of marketing expert

Richard Shapiro, who conducted a field study and found that there are four main reasons why customers new to the company’s experience may be turned away:

These are:

1. The first experience often shapes a customer’s perception of the company and its sales team. If customers encounter problems or difficulties in their initial interactions with the company,

they may assume things won’t improve in the future and decide not to buy at all.

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2. Administrative and accounting obstacles are among the factors that can delay the prompt fulfillment of customer requests or needs, leading them not to

تكرار التجربة.

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3. A lack of communication channels between suppliers and company decision-makers prevents the company from understanding customers’ opinions of the product,

the problems they face, and the improvements they would like to see in the product.

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4. Customers may have another alternative to turn to if they encounter problems with the company they currently work with.

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Engaged Employees and the Value of Follow-Up:

The entire idea—providing customers with a good sales experience—depends on having engaged employees who can help customers get the best possible experience and

work to remove any obstacles or barriers that may stand in their way.

A company that wants to earn loyal customers and give them a good buying experience puts follow-up systems in place and provides good after-sales service.

This depends to a large extent on having an internal management system.

Needless to say, every new purchase is followed by an evaluation from the customer who bought the product. This next step—the step

Evaluation determines whether the customer is satisfied. If they are not fully satisfied with both the service and the product, they may be reluctant to buy again. This is why

it is essential to have effective follow-up systems and skilled sales staff who perform their duties well, ensuring customer satisfaction and encouraging repeat purchases.