Sales step #6 – Follow up…

Don’t neglect this step! Making a second sale (or third or…) is always easier than making the first sale. You are now someone your client knows, likes, and trusts.

So how do you do this? Pretty easy.

Here are some suggestions:

– Phone calls – A week or two after the consultation, call to check. Keep it brief and friendly. Offer to clarify or answer questions. This is particularly important if you submitted a report

Our vet does this after every pooch visit, and we appreciate it. It is also smart business. I’m surprised more professionals don’t do this.

– E-mail – While not as personal, an e-mail can also be effective. A quick thank you, along with an offer to clarify.

Take it a step further and make it a short survey. After every trip, I get a survey from both the airline and hotel. Although usually ignored by me, I appreciate the chance to comment.

It shows concern and provides for feedback. If your feedback is bad (shudder), never fear – this is a chance to fix issues – create good will – and retain a client.

— Newsletters – These are particularly effective as your client list grows and/or there is a time gap between consultations. Newsletters can be printed or electronic. I like both.

After a few years in business, we started our printed newsletter. Later we added e-mail, but made it an option. About half preferred the hard copy, and half the electronic version With the passing of my business partner, I now only do a e-mail version – just to stay in touch.

This worked well as our clients often did not need us for a long period. The newsletter reminded them we were still in business. But it sometimes led to immediate business and even referrals (to be covered in Sales Step #7.)

My accountant uses a commercial newsletter imprinted with the company name and contact information. Even though I am not an accountant, I always enjoy the business and tax tips.

— Invitations – Doing webinars or seminars? Invite past clients. After all, they already know who you are, and may well be interested in your educational offerings.

This works for both paid and free events. For years, our engineering seminars generated a substantial part of our revenues. Our mail list of past clients was most effective.

— Other – For years we sent holiday greetings to the previous year’s clients, with a short note thanking them for their business. Often got responses in return – in addition to future business.

For clients who are electronically connected, Twitter/LinkedIn/Facebook can be effective. My financial advisor (consultant) Tweets business tidbits, which I always enjoy and appreciate.

Don’t overlook dinner with past clients. We often did this when in town. Even if you don’t meet, the invitation is appreciated. If do meet, you are not dining alone.

Finally, don’t overlook beer. As most engineers like beer, we had a trade show beer policy where we always offered to buy a beer. An enjoyable way to spend a few minutes with past, present, and future clients. 🙂

So don’t neglect this important sales step. In closing, I’m reminded of the childhood jingle:

Make new friends, and keep the old– one is silver, and the other gold.

True for clients too! On to Sales Step #7.

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