Recently I was a guest along with leadership authority, Jon Gordon on an EntreLeadership® Podcast. The host, Ken Coleman first briefly chatted with InfusionSoft CEO & Co-Founder, Clate Mask, asking why he believes follow-up is so critical to the sales process.
Paraphrasing just a bit here, Clate replied:
“People buy when they’re ready to buy, not when the salesperson is ready to sell. It’s all timing. So, if we’re not staying in front of the prospect in a polite, educational, friendly way; if we’re not there when the prospect is ready to buy, we’re not going to be there for the sale. We can either be there when they’re ready to buy or leave it to chance.”
I certainly agree with that. Follow-up — or, as I like to call it, follow-through — is often the difference-maker because it respects the buying cycle of the customer.
“But” one might ask, “what if the product you sell typically sells in one appointment?”
That’s fine. So, where might follow-through come into play?
Perhaps it was the follow-through that allowed you to set that appointment in the first place. They weren’t ready to meet with you until their need or desire for whatever you sell was strong enough. And, even after the sale, keeping in touch on a consistent, value-based manner is what keeps you on your customer’s mind for referrals and introductions.
So, however you choose to follow up, be sure it is a regular part of your business model. As Clate says, so often it really does come down to timing…the customer’s timing!
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