When thinking about your customer acquisition strategies, do you have a specific strategy for following up with potential, new customers if they have said ‘No’ or ‘Not right now’ or ‘I’d like to think about it’? It always surprises me how few businesses have systems or approaches to following up with potential customers who were not quite ready to buy when you met them.
When you take into account the number of different personality types and buying styles that exist among individuals and the number of decision-making systems that exist within organisations, I am always surprised how little attention is paid to this area, particularly when a business has spent a considerable amount of time and effort opening up the relationship.
So, I was thinking…..why isn’t follow up used by everyone? Here are a number of possible reasons:
You can see from the above that there are many reasons why firms don’t follow up with potential customers but there is only one reason why your business should be following up and that is: Most firms don’t follow up and that’s why you should. It’s an easy to differentiate yourself from your competition by making the effort to follow-up with your prospects and customers. Don’t take it for granted that they will call you. Be proactive and contact them. Persistence pays.
One final point on follow up. In order to mange your list of follow ups that you need to make, always have a set of rules about how many times and you will follow up without hearing back from a potential client so that you do not spend a large amount of time chasing ghosts.
Do you have an example of a time when you followed up and secured a new piece of business when you thought it was initially lost?
Thanks to thadz for the photo