Landing a new client or getting a new customer is proof that what you’re doing is working. Once you get that validation from the sale, it’s important to remember that your job doesn’t stop there. The gold is in the follow-up.
Think of it as mining for diamonds. If you find one diamond, you don’t pack it in and head home, right? You keep going. You know that there’s more to be found, and you keep digging. Overwhelming customers or clients is not a good idea. That’s why you need to master the art of following up to use it to your advantage. But why is following up so important, and how can you stay on top of it effectively?
Why is following up so important?
While many people may think that the follow-up is for upselling yourself or your products, it’s not. Keeping contact with your current clients improves their satisfaction. You can use the follow-up call, email, or social media interaction to ensure that your product or service is still meeting their every need. If it’s not, you allow yourself to repair the relationship and continue to build trust by addressing any issues they may have.
They end up seeing you as someone who truly cares about their happiness with the product or service you provide, and that gives them a certain sense of security to know that even when you have nothing to gain, you still care about how they feel. When the time comes that they need the same service or product, your name will be the first on their minds.
How should you follow up?
To have your follow-up efforts work in your favor, you need to adhere to a specific formula. Put your focus on how satisfied they are with the last purchase—not if they are interested in a new one. Combine that with an anniversary or milestone, such as the date you started doing business together, and throw in a special offer. These three key aspects will create a personal connection, further building trust and brand loyalty.
When it comes to method, the choice is yours. As mentioned above, you can use social media, email, or phone calls to connect with customers or clients. The best thing about having so many connection options is you can tailor your follow-up method to who you’re reaching out to. If client A prefers email, whereas client B likes a personal phone call, you can do both.
Staying on top of the follow-up
It can be easy to forget to follow up when you have an entire business to take care of. That’s where modern tech tools or simple reminders come in. Set yourself a daily reminder and input following up with specific clients into your calendar. Doing so allows you to stay on top of things while maintaining an organizational pace that is both time-efficient and beneficial.
Adopting the formula that focuses heavily on brand loyalty, customer satisfaction, and time efficiency will make one of the more tedious tasks of your business that much easier and more beneficial.
Colin Bradford is a certified MAPS and The One Thing, Coach.