Legendary Follow-Up

Instead of loving your enemies, treat your friends a little better.
Ed Howe

Someone once said, “It takes less effort to keep an old customer satisfied than to get a new customer interested.” The final element of a great sales system is the follow-up. No matter what you are selling, your job doesn’t end the instant the client completes the purchase. You want your relationship with the customer to continue and grow stronger, so he will buy from you again and recommend you to friends.

Reinforce the Buying Decision
After you have made a sale, reinforce the buying decision immediately. Compliment the buyer’s choice by saying, very sincerely, something like, “Based on what you have told me, I’m sure your new exercise machine is exactly what you need to get in great shape. I know you are going to be very happy with it.” In other words, reassure your customer that the decision to buy your product, rather than one offered by anyone else, is an excellent one. Be sure to thank them for their business; they had a choice and they chose you.

Reward the Customer for Buying Your Product
Consider rewarding your new customers with a little something extra that they didn’t expect. A coffee mug with your logo on it, a T-shirt displaying your company’s name, or some other inexpensive gift can help get your relationship with them off to a great start. The value of the reward would, of course, be commensurate with the amount of the purchase or size of the sale.
You are giving the customer something more than you promised during your presentation.

Send a Thank You Note or at Least An Email
Send your customer a thank you note. Usually the only letters a customer gets from people with whom he does business are bills or ads for additional products. Let your customers know you are different; you have a touch of class. People love to be thanked. The same is true of staying in touch with your clients. If you wait for Christmas or a birthday to come around before you mail them a card, you may well find you have to send them a “Where did you go?” card, instead of the greeting card you had planned. As Harvey Mackay said, “Little things don’t mean a lot; they mean everything.”

Follow Up with Calls to Insure Satisfaction, Upsell, and Ask for Referrals
In any type of larger sale, or in any type of service business, you should always follow up with a courtesy call. There are three excellent reasons for doing this. First, to insure satisfaction with the product or service. If there’s no problem, that’s fine. If anything is wrong, fix it at once and you’ll get a repeat customer. Second, you will often get the chance for an add-on or upsell once the customer has started to use the product.

Third, you can uncover new leads and referrals. For example, you call Bob and ask him how he likes his new Jaguar. Specifically you ask him what his neighbors said when they saw him in it. He tells you that Tom, his next door neighbor, is green with envy, and he wouldn’t be surprised if Tom came in to look at a new Jag in the near future. You, of course, cannot rely on such a chance encounter, and inquire if you might have Tom’s phone number, so you can give him the same great deal and service.

The fastest and best way to build total sales volume is to keep your present customers as you are adding new ones to your list. The easiest and most effective way to do so, is to constantly communicate that you care about them, both on and off the job. Take time to follow up in a way that will mean something to your clients. Don’t cut corners by taking the easy way out. You will find the extra effort you expend will pay big dividends in the future.

Develop Your Sales System
You should develop a system that you apply to your sales. They are the life blood of any business. Your sales presentation should be carefully scripted. However, you don’t need any special gift of gab to be a cunningly clever salesperson. You just need to involve your prospect and explain your benefits in a credible way.

Overcoming objections to your presentations is one of the most challenging parts of the sales process. Yet if you believe in your value, you help people to see the benefits more clearly. As you learn to deal better with objections, you will also improve your qualifying, presenting, and closing. The sales system works together to make you more effective. Just remember, your benefits can overcome any objections for the right prospects. Look for them, find them, and help them see how your offer meets their needs.

Develop a follow-up system to build and enhance relationships with customers.

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