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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One of my favorite things I learned from you is the value of the hand-written notecard. So happy I had those printed, early on. Thank you, sir!
Regarding the timing with follow-up, whether it be a notecard, a phone call, an email, a pop-in… I truly believe that when we think of our customers in a positive, grateful light, our “timing” is always perfect.
When I think of someone like that, I write their name down on my $25K Idea sheet. And they stay on that sheet until I take action on it. It might take days, weeks or even MONTHS before I do reach out, but 9 times out of 10, the timing is right on the mark. 😀
Linda: Thank you. Always very grateful for your kind feedback! And, glad you’ve found the handwritten, personalized notecards to be of value. It’s such a hugely-important part of the process. {www.Burg.com/notecard} Regarding your attitude in terms of gratitude and positivity, I couldn’t agree with you more. In terms of the timing, typically, the closer you begin the process from when you first meet them, the better. However, whatever you find works best for you is certainly the way to go!
So so important. I bought a car once and out of curiosity, I asked if he follows up with his customers. “Oh Definitely, I call them personally”. That was 6 years ago. Got a nice post card for oil changes from the dealership though.
Same thing w a networking group. I wanted to see who would follow up. So, I made some connections and let them know that I am happy to continue our conversation and learn more about their business over coffee. I did this w 9 attendees. 2 followed up. One the first week and the other in 3 weeks. The rest. Nope.
I so often do, in some capacity, and in training people, it’s critical.
Studies show 50 percent of ones success from a training is based on follow up.
I have to believe in sales and building relationships in general, the number is similar and more likely higher.
Great blog post here. So important
Dennis: Thank you! And, great examples. Indeed, being an ongoing student of sales I tend to notice whether or not a salesperson follow up with me. Very rarely is it the case. And, even when it is, even rarer is when it’s steady, systematic and ongoing.
Great post Bob. A great and easy way to separate yourself from the herd. Wishing you a wonderful week!
Mitch, thank you. So glad you enjoyed it. Indeed, follow-through IS a separator. Always appreciate ya’, Mitch!
Great article. It is unfortunate but today I see less and less [personal] follow up. Computerized form letters and e-mails just sometimes don’t get it. The personal touch always does, though.
Gary: Thank you for your kind words and feedback!
Great post Bob! Like all aspects of customer interaction, follow through must be part of the plan. It’s only through proactive anticipation and planning that consistency in successful customer interactions will be achieved. Thanks for a great reminder of that simple principle.
Tim: Many thanks! And, right on!
Follow-through is the glue that binds two human for the rest of their life. Though few practice, but for those who do are the ones who leave their trademark – a brand people never forget. A great blog Mr. Bob. You are awesome as always…….
Thank you, Brother Rajib. Very well-said! And, thank you for your always kind words!
I appreciate the encouragement to follow-through with customers. It’s so important! Just to echo Clate once again, “staying in front of the prospect in a polite, educational, friendly way”, that’s the key isn’t it Bob? Not just to ask for the order again but to provide additional info, or maybe just some news or a story that interests them (that you learned from listening during a conversation). This inspires me to take our follow-up system to the next level. What are some of the steps you use to make sure you are following-through to the best of your abilities these days? (From Bob or any of the commenters)
Robb, thank you for joining the conversation. You made some terrific points. Absolutely agree with you!
Bob, thank you for all the wise words you share on your blog and in your books.
The need for customer follow-up reminds me of parenting teenagers. Trying to give advice to our teenage kids when it’s convenient for us and when we’re thinking about it more often results in a one-sided conversation where our teenager isn’t really listening or open to our message. The key to getting our teenager to listen to us is to be ready to communicate with them when THEY are ready to talk.
That means we need to be there for them on a regular basis, be able to recognize when they’re ready to talk, and be willing to stop what we’re doing and focus on their needs at that moment. I think the same is true with our customers. We need to regularly reach out to our customers and share value with them. When our customers see that we’re there to help them, not just sell to them, they’ll open up and turn to us when they are ready for a greater level of assistance.
It’s not always easy to do so (but I do think it’s often easier than parenting teenagers).
Wow, Leah: Thank YOU for sharing your wisdom with us. Fantastic!!