Everyone knows they should be following up on sold customers but how many do? It’s not just sold customers; what about customers who have been in your business and haven’t decided to purchase? Maybe you made one phone call and then got busy. We talk about managing the customer’s experience; how can you do it if you’re not in touch with the customer? You must stay in touch with your customers if they are to remember and refer you.
It’s not that we don’t want to do it, we just get busy. Salespeople have a tendency to be motivated by “shiny objects” called new customers. It’s the hunt. Can I close them, how much money they will give me, this is exciting.
In actuality the new customer is all about “smoke and mirrors.” No one knows anything about them and that seems to be the allure. What about the customer who purchased twenty thousand dollars of tile from you three months ago? At one point they were the “allure” and now they’re among the missing. You might be tired of hearing this but 90%, it’s gone up from 80% two years ago, of your customers come from referrals. It’s the customer who you said “Thank you so much to,” and then shoved out the door. You promised yourself you would send them a thank you note, remember their birthday and swore you would call them. But then the “shiny object” came through the door and you were off and running.
The customer can’t refer you unless the remember you. While they are tethered to their tablet and cell phone you are the last thing on their mind. If it matters to you, make it a priority.
What about the customer whose home you measured but never closed? After you got over the fact that they dumped you again you ran after the next new customer. Maybe they didn’t dump you after all but if you don’t follow up how will you know. Another lost opportunity.
Greg Incardona from Followyourcustomer.com and I had the opportunity to have an interview with Dave Foster about sold customers. If you would like to do a better job with this, listen to our audio interview with Dave Foster. http://bit.ly/18eZd7c.
Lisbeth Calandrino has been consulting with businesses for the past twenty years about sales and customer service. If you would like her to speak at your business or schedule a consultation, reach her at Lcalandrino@nycap.rr.com. She lives in Historic Hudson Park, Albany, New York with her cat Rainyday.