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Just made your first forklift sale? Congratulations! While you deserve to celebrate, don’t pop the champagne just yet - the work isn’t over. Closing the sale is just the start. If you want to keep your clients coming back, strong post-sale customer service is key. In this blog, we’ll explain what after-sales service involves and share some best practices to follow after your forklift dealership has closed the deal.

What is the Post-Sales Experience? 

The post-sale experience refers to everything that happens after the purchase is made, including customer support, maintenance and building long-term relationships. For forklift dealers, this is essential to retaining clients, enhancing customer satisfaction and establishing a positive reputation in the industry. Once a customer drives their Tailift Forklift off your lot, the relationship shouldn’t end there. Instead, it provides an opportunity to foster loyalty through continued engagement, support and service. Good post-sale customer service includes promptly answering client questions, offering set-up or onboarding assistance, staying in touch through loyalty programs and even sending personalized thank-you notes. Whatever form your post-sales experience takes, the goal is always the same: keep customers satisfied and encourage them to return, while spreading positive word-of-mouth about your forklift dealership. 

Why After-Sales Service Matters in the Forklift Industry 

The forklift industry is highly competitive, with many options available to buyers. It’s easy for sales representatives to focus on closing one sale and moving on to the next. But not staying in touch with customers after the sale is a missed opportunity. According to Marketing Metrics, you have a 60 to 70 percent chance of selling to an existing customer, compared to only a 5 to 20 percent chance with new customers. This shows how valuable repeat customers are. But post-sale customer service doesn’t just help you make more sales; it also boosts customer satisfaction, builds brand loyalty and encourages repeat business. Good after-sales service can drive high-value sales, generate word-of-mouth referrals and set your forklift dealership apart from the rest. Here are more reasons why after-sales service is vital in the forklift industry:

• Building Trust: Your clients need to know they can rely on you for more than just selling forklifts. When they experience issues or require routine maintenance, having a responsive and effective service team builds trust and encourages them to return for future purchases.
• Customer Retention: After-sales support can help you secure repeat business. If clients are satisfied with your post-sale service, they’re more likely to come back when they need additional forklifts or maintenance services.
• Brand Reputation: Word of mouth is powerful. When clients are impressed by your after-sales service, they’ll recommend your forklift dealership to others, helping you expand your customer base.

7 Best Practices for Forklift After-Sales Services

1. Send a Personalized Thank You 

Just like a thank you note shows appreciation for a thoughtful gift, it can also let your forklift customers know you’re grateful for their business. It shows that your team took the time to acknowledge them, which reflects well on your dealership. You can personalize your thank you in a few ways – through a phone call, a follow-up email, or even a quick text message. No matter how you choose to do it, expressing your appreciation helps reassure the customer after their forklift purchase and can ease any buyer’s remorse. In your thank you, let the customer know, they’ve made a great choice and remind them that your team is here to support them and ensure they get the most value from their forklift.

2. Offer Support Services 

Problems can come up at any time, so having a reliable and easy-to-reach customer support system is crucial. Make sure your clients know who to contact if they have issues with their forklifts, whether it’s a malfunction, needing spare parts, or technical questions. Be prepared for potential issues so you can address questions and concerns quickly. Customers expect prompt solutions, it’s been proven! Studies show that more than two-thirds of consumers link a positive customer service experience with quick resolutions. A strong customer service system helps you solve problems faster and build brand loyalty. According to a survey by Microsoft Dynamics 365, 95 percent of people say that customer service impacts their choice of and loyalty to the brand. Make sure your forklift dealership provides quick and effective support so customers get the help they need without delay.

3. Provide Training Programs 

At Tailift Canada, we offer several forklifts to our dealers, from Electric Forklifts to Internal Combustion (IC) Pneumatic Forklifts, each with its own unique features. It’s important that when they purchase one of these forklifts from one of our dealers, they fully understand how to use it, which is why including training with purchase is important. Many customers need guidance on how to get the most out of their new forklift. Offering training programs that cover forklift safety, operation and maintenance can set you apart from other forklift dealerships while promoting customer retention. This training can include online tutorials, videos and guides. By providing these comprehensive resources you can reduce potential frustrations and set your customers up for success.

4. Seek Customer Feedback

Knowing what your customers think about your forklift dealership is key to keeping them loyal. Send follow-up surveys with simple questions to find out how they feel about your products and what changes they’d like to see. Each survey should have a clear purpose so you can ask the most relevant questions. The more specific your questions, the more useful the feedback will be. Use the information you gather to improve your customer service. By regularly asking for feedback and making changes based on what you learn, customers will see you as a dealership that values their opinions and is committed to meeting their needs.

5. Ask for Referrals 

Customers who are referred to your forklift dealership by satisfied clients are incredibly valuable. They’re four times more likely to make a purchase than leads from other sources and tend to have a 16 percent higher lifetime value. Your post-sales service plays a key role in whether customers will refer others to you. If you’re not already asking for referrals, it’s time to start. Show your appreciation for their recommendations by offering incentives like discounts on future services or special coupon codes.

6. Establish a Loyalty Program 

Loyal customers are the backbone of any forklift dealership and they deserve to be rewarded. Show your appreciation by offering perks like discounts on future services, free maintenance checks, or early access to new forklift models and parts. Even small gestures, like a complimentary add-on service or a free accessory, can go a long way in building loyalty. Whatever approach you take, make sure the benefits are valuable enough to keep customers engaged. Research shows that loyalty program members tend to spend up to 18 percent more than non-members. Creating a tailored, dealership-specific loyalty program can keep your customers coming back for more while boosting your bottom line.

7. Provide a Comprehensive Maintenance Plan 

Forklifts need regular maintenance to stay safe and operational. Offering a maintenance package is a smart way to ensure customers keep coming back for service. A well-designed plan should include scheduled inspections, routine servicing and quick repairs to avoid unexpected breakdowns. By offering different package options, from basic to premium, you can meet the needs and budgets of various customers. This benefits the customer by keeping their forklifts in top condition, while also maintaining their connection to your dealership over time.

The Bottom Line: Retaining Customers Through Exceptional After-Sales Service 

Long-term success as a forklift dealer isn’t just about making the sale – it’s about retaining customers through effective after-sales service. Providing reliable support, offering flexible service options and following up with your clients regularly will help you build trust and loyalty. Remember, the sale is just the beginning, how you manage the post-sale experience is what shapes your dealership’s future. With the right after-sales practices, you can turn one-time buyers into loyal customers. Interested in becoming a Tailift Canada dealer? Join our growing network and start putting these after-sales strategies to work. Contact us today to learn more!