THE FOLLOW UP PROCESS

A sale seldom results during the first sales call. Unfortunately, in many cases, the sales effort stops at that point.  In my experience, I found that at least 6 different touches should be tried before a prospect is eliminated, or at least moved to a “soft touch” follow up system. My definition of a “soft touch” follow up system is one in which the potential prospect has not responded to your follow up touches and he is moved to receiving a monthly e-newsletter.

Every business has to select a follow up system that is easy to implement. The following are suggestions that you can adapt to your own business and use for your follow-up touches.

1. Personal note: Immediately after a sales call a personal, hand written note should be sent. I recommend having your company name and logo imprinted on quality stock. The envelope could be left plain and the address should be hand written.
2. Specialty item: If your business has invested in imprinted marketing items such as a coffee cup, note pad, or other item that will be used and seen, send it out a few days after your visit.
3. Endorsement package: As a business owner you should be asking for an endorsement of your products or service from every customer you have. A collection of such endorsements with a short cover letter is another powerful tool to send to a prospect.
4. Telephone call: After a personal visit, a personal telephone call is the second most powerful tool in your arsenal. Call with a reason, such as a luncheon invitation or tickets to a special event.
5. Articles in print or on line: Material that pertains to your prospects business gives you an additional reason to call or mail.
6. Business connection: Every business needs new business contacts. If you are able to introduce your prospect to a potential client, it shows that you care. Set up a coffee or lunch engagement, which, of course, you will attend and do the introductions.
7. Invitation to an event: Invite your prospect to an organization that you belong to as your guest.

These are but a few suggestions on how to follow up with a prospect. Think about other ways in which you can connect and select the 5 that are most comfortable for you to implement.  The secret is the system that you set up so you do all five automatically.