Any good marketer will tell you that the follow-up stage is a crucial part of the sales process. And if you want real longevity in business, you need to have a consistent system for following up on leads.
Unfortunately, sales people don’t have the most stellar reputation among consumers, and it’s hard for many businesspeople to do effective follow-up for that reason. Nobody wants to be like the telemarketer who interrupts your dinner, the used car salesman that chases you around the lot, or the insurance salesman who calls you in the middle of your workday.
So how do you effectively follow up with sales leads without bugging them?
What you don’t do when following up is just as important as what you do. Let’s start with a few of the things you should avoid.
Don’t…
- Do all the talking and no listening. Nothing turns off a customer more than a salesperson who merely rattles off their sales pitch without ever taking time to ask questions or consider the customer’s needs.
- Be dishonest. Being dishonest isn’t just about outright lying; it includes leaving out vital information or overpromising.
- Nag. There’s a fine line between following up and pestering, and that line is different for every customer. As a general rule, don’t call just to “check in.” Always have a reason for calling that adds more value than merely, “Are you ready to buy?”
- Be phony. Everyone hates a salesman who tries a little too hard to make an immediate connection with you as if you’re best friends. It’s phony and it’s obvious.
Here are a few do’s to follow up in style:
Do…
- Call a few weeks later to thank them again for their business, ask if they’re satisfied with the purchase, and address any concerns.
- Write a note. A handwritten note is a personal touch that that shows a depth of interest that email can’t capture. Customers remember these gestures of gratitude.
- Keep it up. Don’t end the business transaction when the receipt is printed. Continue the dialogue, touching base periodically to see if a customer’s needs have changed or to pass on some valuable information they might find useful.
- Ask for input. A simple survey or questionnaire can make customers feel included. Sharing their input gives them a personal stake in your business, and it helps keep them involved over the long term.
Strategic follow-up tactics can go a long way toward making your business unforgettable and sowing the seeds for a lasting relationship. And the best follow-up contacts are those with a genuinely human touch. If done right, you won’t be seen as a pest to be avoided, but a valued partner in your customers’ businesses.
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