Performing a follow-up on your customers is a vital part of the sales process—whether you have successfully closed a deal with them or not. Failure to do so is equivalent to putting forth effort for nothing and a waste of time. However, why are follow-ups so crucial and how should they be executed?
In this episode, we also look at becoming a “Giving Sales Person”.
Building On Customer Relationships – Why Follow Ups Count!
Every salesperson knows that not all of their presentations will result in successful transactions. More often than not, salespeople get a ‘no’ after their sales pitch. However, should the sales process end with a negative response from a client? I advocate that following up on each customer—whether they have said yes or no, is still a crucial part of the process.
Why is that the case? Consider the following reasons:
- Conducting a follow-up on your customers make them feel important
As a salesperson, you understand that the sales process is not solely about making a sale. What salespeople should mostly be interested in is nurturing a good customer relationship. Follow-ups help salespeople do just that. They make customers feel that they are not just a statistic on the salesperson’s spreadsheet but someone with whom you wish to do business.
- Follow-ups on your client indicate that you care
Nothing is as effective a sales strategy as that which aims not only for the consumer’s mind but also for the heart. When you follow up your client, it indicates personal interest in their product needs and may help them become more receptive to your next presentation.
If they were a buying customer, ask about how satisfied they were with the product and how their experience went with you and your company. Regardless of their response—positive or negative, express appreciation for their honest feedback and learn from it. Use the feedback as a basis for the assessment of your presentation and tailor your next one accordingly.
- Follow-ups can lead to additional sales opportunities
Following up an existing customer can lead to more sales. For instance, you may be able to up-sell and promote new products to them. And because they already have experience with you and your company, it isn’t as difficult to get a listening ear.
You can also conduct a follow-up with non-buying and undecided customers. It could be that at this point, they already need the product or service you are offering, or they may have the capacity to make the purchase. Following up on them can give you the chance to go over your products again and address any questions that they may still have.
Of course, before you even conduct a follow-up, you need to make sure that you have given your customers the heads-up that you will be calling them back soon. Follow up on them as frequently as needed, but keep it within the bounds of decency; do not pester them into making a purchase.
Continue to engage your customers. Communicate with them. The more you reach out to them, the stronger your customer relationship will be, and the higher the possibility of being able to do continued business with them.
So, the advice is clear follow up on them and make each sales opportunity count.
Become A Giver
Sales is a giving profession.
Unfortunately, most of us missed the memo.
We’re too busy asking for our prospects time. We want 10 minutes of their time to tell them how great we are. We want 30 minutes to barrage them with questions for our discovery call. We want 45 minutes to do a demo. Sales people and sales organizations are constantly in taking mode. They’re always looking to take from their prospects in pursuit of the next sale.
The irony is, we win when we give.
We need to learn to become giving salespeople, and giving sales organizations.
We need to give insight, content, ideas, support, time and whatever else our customers and prospects need to see our value.
Start taking an inventory of what you and your organization give before you take. What value do you provide in the sales process? What do your prospects learn, experience and benefit from while they’re engaging with you?
It needs to be good.
Takers suck the life out of people and organizations. Don’t suck the life out of your prospects.