5 Elements of a Successful Follow-Up System that Will NOT Annoy People
Selling a product is pretty much the main target for most business’ sales and marketing teams. However, one other important factor that needs to be placed in the limelight is the follow-up.
It could be that your sales are soaring, but keeping customers beyond the one-time sales is important. Keep them as leads for any future sales. It costs more to get new customers than to keep the current ones.
Having a good follow-up strategy is crucial in keeping customers. What you do and don’t do is crucial not only in having a sale but also in keeping a customer. While there are plenty of marketing systems you can use for your business, here are some tips that can be incorporated into your system that can add a personal touch to an otherwise automated system:
Always ask
Always ask your client on what would be the best way to reach them for follow-up. Remember that a positive deal will not only be for your benefit, but also for theirs as well. So no need to be shy about asking them how they want the follow-up to go through. It is an honest and sincere way of letting them know that you value their time and to avoid confusion. Once you have established this, you can then do the initial follow-up by going through some action items discussed in your previous meeting. This is a good way to maintain communication and interest. While sales cannot be made upon the first meeting, having a follow-up on the action items is a way to keep in touch with the lead.
Build the relationship
That follow-up call is very important. It establishes the needed relationship with your clients. It builds trust, and provides an avenue for communication, allowing you to be able to assist your customers even after the sale. It is also sound advertising since word of mouth is an effective way of spreading the good word around. From doing the initial after-sales call to the thank you emails, and/or the office visits, how you build your relationship will have the most impact on the success with your clients.
This is not only a way to remind your clients about you. A simple email or card that speaks of gratitude is a sign of sincerity and would make the client feel that you can be trusted. Adding your contact details to it will also let your customers know that you are there for them should they need you. It shows that you are not merely after the sales, but show your concern for their success, and your input to it. You are also building confidence with them when you are open to hearing their concerns and being able to provide advice or help should they need it. Get to know your clients. Connect with them through social media, that way you can engage closely with them and show them that you have a clearer understanding of their issues and you can help them with what they need. Remember, it is about keeping relationships, and not merely making a sale.
Make a leverage
When a lead is getting colder, try to reach them a second time, and while basically pitching them the same product, you can amp it up by leveraging scarcity. You can offer them a bonus item that is only available for a limited timeframe. You can also do a third pitch, building up your leverage by reiterating that the bonus item is for free and will be gone in an even shorter period of time. You can also include referrals and feedbacks from other customers in the same field. This can show that the product is indeed valuable and worth investing to.
Present another offer
There is no point in forcing down an offer that a customer has already rejected. This will only be annoying and will drive them away. Now, since a relationship has already been built between you and the client, it is now easier to know what their preferences are. If the first product did not sell, present them with another product that still matches what they need. For example, I am shopping for a laptop, and when the salesperson presents me with what they have on offer, but since I wanted a compact one and all they had were not what I had in mind. While the salesperson might not be able to sell me with a laptop, he can show me a tablet, which can persuade me as it is smaller and handier than a laptop.
Don’t sell and run
Your dealings with your clients should not just end with the sale. All the effort you spent in your follow-ups is actually crucial in building a relationship that extends beyond the initial sale. If you have had a good start with a client, then it is more likely that they will more likely to refer you to their friends and family. Good sales should end with good referrals. By showing to your clients that you are someone they could trust, you can be certain that they will come back and do more business with you.
While all these can be daunting and exhausting, building a successful follow-up system is beneficial in making your business a success. And while you may get frustrated at your clients for taking too long to make the sale, pushing them will make you lose them. Remember that their decision to avail of your business is for their profit, and not for your benefit. So, even if it seems to take forever to make that initial sale with a pretty stubborn client, your patience and sincerity will certainly improve your business, maybe not with that client, but for future ones who would benefit from your well thought out follow-up system.
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