Follow Up and Follow Through
By Barbara BurbidgeThe Burbidge Company

What you do after you've made the sale can often be as important as making the sale in the first place. A basic marketing practice -- following up after the sale or inquiry -- is often overlooked by large and small businesses alike.

Once the sale has been made, it's tempting to run on to the next prospect. Don't forget, a satisfied customer is often your best source for additional sales. A good way to tap this potential is to develop a basic follow-up campaign that suits your business.

Following up is a good way to let customers know they're appreciated, that you value their input and that you run a professional business. With a little thought and planning, it's easy to add an effective follow up campaign to your marketing mix.

Following up does not have to be elaborate or costly. A good first step is to let customers know you appreciate their business by sending a simple e-mail message, a hand-written note or a more elaborate personalized letter. No matter which method you chose, the message should be very simple. Thank the customer for trusting you to do the job right. Make sure he or she knows how to contact you with questions or comments, or to request other products or services. And always ask for referral business.

An e-mail note should include a link to your Web site as well as your contact information. The written note or letter should include a few business cards that your customer can pass along to friends or associates. Enclosing an inexpensive advertising premium such as a pen or notepad can keep your company name and phone number in front of your customer for months.

Follow-up phone calls can also be effective. Let customers know you're calling to make sure the service they received was acceptable and to check if they have any questions. Be sure to ask if you can help with any other needs. If you have many people to call, divide the calls among your staff, giving each a list of questions to ask the customers he or she calls. But be sure to make some of the calls yourself. This helps you keep in touch with the people who are really using your services.

Another way to thank customers for their patronage is to ask their opinions on how your product or service can be even better. Send a simple questionnaire as part of the follow-up process. Ask why the customer selected your company over others, whether the service he or she received was appropriate, and whether he or she has suggestions as to how your company can improve. Be sure to let your customer know that you value his or her opinion and that you appreciate the time he or she took to complete the questionnaire. As with the other follow-up methods, be sure to say thank you for the business and make it easy for the customer to contact you with questions or to request other products or services.

You can gain a lot by following up with your customers. By letting them know they are important to you, you are building a loyal base of future business; both directly from them and from the referrals you receive.

One more thing. Remember, timing is everything. Send the e-mail, letter or questionnaire, or make the phone call as soon as possible after the sale has been made. The sooner your message arrives, the more impact it will have.

Reach Barbara at her Web site: www.theburbidgecompany.com, via e-mail: barbara@theburbidgecompany.com , or by phone: 760-747-9011.