A concern that customers commonly have when making a significant purchase is what happen if there is a problem with the product after the sale. To eliminate this concern, I suggest that you develop the habit of explaining exactly what the customer should do if there is a problem.
I recently went to my doctor who prescribed some medicine for me. She warned me that, in a very few cases, the medicine could have some side effects. She then explained exactly what they could be and what I should do about them if they occurred. I was instantly reassured and felt very comfortable knowing that, while I might experience a few side effects, I knew exactly what to do and if I was uncertain or concerned in any way, I was to call my doctor immediately.
Associating doctors with customer service may seem somewhat unusual, but this doctor is a natural at customer service. She managed to make the entire experience easy for me and made certain that if I encountered any problems I would have a course of action to follow to sort them out.
This same principle can be applied to many other situations. If there is any possibility, no matter how remote, of something going wrong with your product, let your customers know in advance how you will handle it. After-sales service is becoming more of an issue in today's consumer-based world. I am sure that many people reading this blog will have observed that customers ask about after-sales service far more today that they did in the past.
There are advocates out there who will say that by talking about possible problems after a sale, you may lose the customer. From my own experience, I would say that the opposite is true. Not talking about possible problems and what to do if they arise leaves the customer wondering what will happen if there is a problem.
Have confidence in your products and in your after-sales customer service. This confidence will be picked up on by your customers, and the perceived risks associated with making a purchase will be reduced. As a final point, if you are going to offer excellent after-sales customer service, make sure that you mean it and that you can deliver it. Remember that how your business handles problems will have a major impact on your customers' perception of your business and on their willingness to tell their family and friends about you.