“I do not consider a sale complete until goods are worn out and the customer still satisfied. We will thank anyone to return goods that are not perfectly satisfactory…Above all things we wish to avoid having a dissatisfied customer.” — L.L. Bean, 1912. These words were found in their first circular.

Completing the Sale

The sale doesn’t end when the customer goes home.

Think about the last time you ‘completed a sale’ in the vision of LL Bean. Can you recall one? Think of any products that you’ve just purchased to replace something else, did the company of the product you discarded really complete the sale with you?

Marketing is a circular game, it’s end-to-end and then back again. Look around you on your desk and think of how the products you use right in front of you are marketed to complete customer satisfaction. Now think about what you’re doing to ensure complete satisfaction.

Completing the sale means staying in touch with everyone that you sell to. Open the gates, bring down the barriers and invite everyone in on the conversation. Do everything in your power to avoid having a dissatisfied customer!

QUESTIONS & ACTIONS

What will you do today to complete the sale with your customers?

PLANNING AHEAD?

Each week, we look at what’s coming up a month from now in Chase’s 2010 Calendar of Events to help you plan your promotions in advance.