Sales people are often 'starters'. They love new initiatives and will be committed and have great enthusiasm as soon as a new initiative is launched. I have worked a number of years in various types of sales roles, and seen that when the initial enthusiasm has settled, it is typically harder to continue to work on the follow-up. And that’s a big mistake! This is the moment when you receive the benefits from your original work.
Did you promise to call back? Then please do so! I cannot stand to get a vendor on the phone and ask him to call the next day – and then he doesn’t.
Doesn’t he keep his promises? Well then I won’t buy anything from him at a later date.
When the fair is over and the pile of business cards are shipped home, or the telemarketing agency sends the Excel sheet with the many new contacts who’ve received the first call, or potential customers have signed up via the new campaign – then what. Who will follow up now?
Follow up on contacts – even the ones who said no – a wise man once taught me to consider 'no' as a buying signal! One of my valuable and most loyal customers, I had to call 19 times before he agreed to the first meeting, but afterwards selling was not an issue. He had already gotten proof that I was a dedicated professional.
Follow-up is also important on existing customers. Many forget old loyal customers in their race for new ones. And anyone who does calculations on these things, will tell you, that it’s easier to sell to existing customers than to convince new ones that your particular product is worth hearing more about.
Follow-up is gold!