Follow-Up: You Never Call or Write Anymore

Have you ever heard that line? I have. Your parents and friends sometimes say it to you, but your customers have a different way of saying it. Customers complain with their feet; they walk. If a customer ever says it or suggests it, you had better pay attention. It could be the death knell for your relationship.

Effective follow-up after confirmation and successful negotiation means going that little bit extra for your customer. The little things often move a relationship forward. The result is a win-win-win-win. The win for you is anchoring a solid client, a source of referrals, and second-selling opportunities within an existing account. When we treat our customers with respect and appreciation we feel good about ourselves. At the same time, our customers feel good about working with us. A long-term business relationship is forged.

It's a fact that customers will forget you within 27 days. Your parents might even forget you every couple of months. You have worked hard through Steps #1 to #9 and now it's time to use all your resources and tools to protect your newly acquired asset. You must build a fortress of loyalty to keep the watchful eye of your competitors out. I have often said that getting the first sale is easy. It's getting the repeat orders that truly validates your performance as a sales entrepreneur.

Keeping your customer happy and satisfied requires conscious effort. It is part of the ongoing process of assessment, feedback, and reassessment that makes you continually responsive to your customer. It's difficult to coordinate the pursuit of new customers while servicing and growing existing accounts. I think this anonymous quote says it well: "A relationship will deteriorate over time. A natural tendency of any relationship (business or marriage) is toward erosion of sensitivity and attentiveness. It requires a solid effort against the forces of decline." A powerful statement indeed.

Follow this reading to continue:
Ten Follow-Up Letters
I Still Love You