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A television commercial in the United States in the 1990s plays on a man's craving for Dorito's chips. He goes back and forth between his apartment and a neighbor's who happens to have a bag of Doritos. He uses one lame excuse followed by another to get the resident to open the apartment door so he can grab a chip each. Finally, in a last follow-up he grabs the entire bag.
In sales, whether short or long term, follow-up is critical for results. The
preferred follow-up to a customer is the type that we call a "valid business
reason." Without a reason, the process is as lame as the chip grabber. Whether
your marketing is face-to-face or on the internet, your follow-up can influence
your customer to buy or not to buy. Here are some ideas you want to consider for
increased sales results.
1. A thank you note. It's professional courtesy as well as a gesture of
caring. If appropriate to your context, handwritten is best. If email, at the
least personalize it with a person's name. This is particularly important today
with what Tom Peters' once named "high tech and low touch."
2. Discover their interests. With your needs assessment and rapport
building, it's likely you have found a personal interest or hobby. You can send
an article or refer to a book that relates to this area.
3. If you promised to send any literature, send it. The more timely the
better the impression of your reliability. You go one step up in the building of
trust.
4. Maybe you have a new product or service. Take time to give thought of
how to position this to your customer and then give them the information about
it.
5. Mix your follow-up methods. Use telephone, mail, fax, greeting cards,
postcards, email and if you are in direct sales, make a follow up personal
visit. Consider taking advantage of voice mail and leave a simple message of
your follow up call.
6. And remember at some point simply to call to confirm you're still in
consideration. While you do not want this to be your sole reason for
follow-up, at some point if the customer has not made a decision, you want to be
able to readjust your contact schedule. Or, maybe even save yourself the mental
hook to them and move them to a longer lead-time.
If you want to stand out in the crowd, put any one of these ideas into action.
You'll make your customer feel appreciated and you'll keep them coming back once
they do buy. Offer your customer good information or a timely idea and you'll
demonstrate you have their interest at the heart of your work. Leave the chips
behind. Follow-up with a reason to reassure your customer and get more sales.
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