Have you ever wanted to buy something, but left the store without making the purchase? Maybe you’ve left a website while there were still items in your online cart? How about times when you talked to a salesperson about something that you “want some time to think about” or “are going to shop around a little” only to never hear from that salesperson again?
There are opportunities every day for salespeople to have additional sales by reaching out to people who wanted to do business with them but never went back to make the purchase. Yes, there are times when the person may not actually be interested or maybe they made a choice to not buy the item, but often people do want to buy from you and truly forgot to return to do it! The moment they step back into their hectic lives, it’s easy for things to go by the wayside.
That is why the fortune is in the follow-up.
If you’ve heard me speak before, you’ve probably heard me say those words many times!
There is literally a fortune that is left on the table when you don't do proper follow-up. Proper follow-up can give you additional income, more commissions, additional leads and can literally mean thousands of dollars in your pocket.
Proper follow-up makes you stand out in a positive way.
Follow-up is about customer service, and good customer service is almost a thing of the past - that’s why, when you give it, it’s noticed and helps you to stand out.
People today have a lot of choices as to where they spend their money, and many are becoming very choosy about from whom they buy products or services. They’re often looking for value or a good price, but how well they're being taken care of is also a factor in whether they continue to do business with you or not.
Where one salesperson may sell the product and just move on to the next person on their list, another sees the value in that first sale only being the beginning of a relationship. They make a point to check back in and see how the product is working for their client or ask if they need anything else. That’s basic follow-up.
Think about your own experiences.
When you want or need something, do you prefer the person that you have to chase and leave messages for because they are never available to talk, or do you prefer the person who has your back and is not only more attentive more quickly, but who also checks back in to make sure you’re satisfied or if you need anything else every once in a while?
Sales is not about selling; sales is about building relationships. So, what stops someone from doing better follow up with their customers?
Two Main Reasons People Don’t Follow-Up
One of the main reasons people fall down on the job when it comes to follow-up is fear. The thinking is that you don't want to “bug people” because “if they really wanted or needed something, they would call.” But I invite you to rethink what that means.
The way to get over the fear of “bugging people” is to make sure you're not actually bugging them! After that first sale, let them know that you do check in occasionally with customers (a couple times a year, once a quarter, or whatever is reasonable for your industry) and remind them you’re always available if they need something from you. Then, make sure you do what you just told them you were going to do.
For example, put them on your calendar to call in six months and don’t “bug them” before then. If something big happens or changes that you honestly believe would be of value to them (or that they need to know about because it affects a product or service they already use), you aren’t “bugging them” if you call them.
Proper follow-up makes you stand out in a positive way.
Another reason I hear for not being more proficient with follow-up is that “I really just don't have the time to do the proper follow-up.” I say to you that you really can't afford not to make the time to do the proper follow-up, especially with current clients or warm leads. If we’re being honest with ourselves, all it takes is about 15 minutes to sit down and do some follow-up. Every one of us can find 15 minutes in a day to do that.
Here are three “old school” ways you can take 15 minutes a day to not only strengthen your relationships and stand out from the pack, but also see an increase in both your bottom line and referral pipeline.
Make Them Feel Seen By Writing Them a Note.
This seems so old-fashioned, but that’s the point! Almost nobody does that any more, and when someone does, it makes a big impact. Handwritten notes are so much more personal than anything digital could ever be, and they show that you took a little bit of time and effort to focus on them, the client. They feel seen.
People aren’t used to being seen and heard these days because we are all rushing from one thing to another. So much of our communication is fleeting - they see it, read it, and move on to the next message. But when you make someone else feel seen, that feeling sticks with them longer. If you are solely reaching out to your customers via social media, you are missing opportunities. You can either get lost in the noise or you can be a melody within the noise that is pleasant to hear - the choice is yours.
Ditch the Bulk Approach and Send them a Personal Email.
Clients might hear from you in a “bulk” way because they are on your email list. Those messages are great for keeping them in the loop, educating them about new products or services, and offering ‘touches’ that keep you in front of them. However, the opportunity to reach out personally to them will have an impact that no amount of informational emails can give.
Again, think about your own experience. We all get dozens of emails a day from places we ‘opted in’ to get information or updates from. But, you always know the difference between an email that is auto-generated with your name on it and an email that is directly from another human being. Why? Because they feel different. Which one stands out more? Which one do you read all of?
Use Your Phone For Something Novel...Calling People
Pick up the phone and call them. As a society, we have gotten so used to just sending that email, direct message, or text that we have forgotten how impactful, fulfilling, and soothing the human voice can be.
Also, you can’t hear tone, energy, or excitement in an email, so your messaging can lose some of its meaning if it’s just words on a page or screen. If you have not actually spoken to a client for more than three months, pick up the phone and call them. Even if you end up leaving a voicemail, let them hear your voice.
It lets people know you are thinking about them, it shows integrity, and it shows you do what you say you’re going to do. Most importantly, it shows you care.
Of course, don’t hesitate to ask someone what their preference is for being reached. Make that question a part of your initial conversation and you will never have to think about it again!
Maya Angelou said, “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” That is what proper follow-up is all about. When you make someone feel that you are thinking about them and want to remind them that you are there for them, you create value for both your customer and, potentially, for your business. If you take the steps to stay in touch, you will reap the rewards.