Relationship Starts After Sale

My mother bought some medicines from a local drug store. At home, she found that few are not needed. So she told me to go to the store and return them. I went to the drug store to return them. Kolkata people might be aware that in Kolkata when you ask for a return, you don't get the money back, you have to take a new item against that price. If the price of the product crosses the returning product, you have to pay extra. For example, if you buy two strips of medicines costing Rs. 150 (Rs. 75 each) and want to return one strip, then you won’t get Rs. 75. You have to take alternate products costing Rs. 75. If the alternate products cost Rs. 80, then you have to pay Rs. 5 extra.

When I reached the drug store and asked them to return, their body language got changed. The owner of the store was behaving in such a way that he has never heard about the concept of returning a product. I told them I don’t need the money, but I will take medicine later. Hearing that, they (owner and employees) started saying how they will be able to remember. This not only changed their body language but also their tone. There was irritation in the owner’s voice.  They were uncomfortable about the fact that they have to issue a credit note. Having a credit note in the system suggests they are aware of the fact that return happens. I believe they issue credit notes only to the suppliers but not to customers.

However, after ten more minutes of discussion, they became the winner. They were successful in not giving me a credit note. They sold me two bottles of hand sanitizers against that money. Although they won in not giving me a credit note but failed to win my trust. This incident will fail to develop a long-lasting relationship between them and me. Business owners should know that relationship with customers begins after the sale. The post-sales relationship is the most pertinent aspect of building a lasting relationship. The business of retaining a customer begins after the sales. Every businessman wants to retain customers. To retain customers, you need to focus on your relationship-building strategy. You need to understand that sale doesn’t mean the end of a relationship; rather it’s a gateway to building a relationship that lasts long.

So what the drugstore owner did is completely wrong in terms of building a relationship. After the incident, I don't believe them at all. I consider them as an organization that only focuses on money, not on people. A customer-centric organization lasts longer than a profit-centric organization. Though all organizations' ultimate goal is to book profit that doesn't mean they will ignore customer-problems. The focus should be on building a relationship, profit will follow.

                                                  (Image source: Blue Diamond Gallery)