How,Grow,Your,Business,Through business, insurance How To Grow Your Business Through Follow-Up

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How many times has a businessperson given you information,her business card, a website to visit or brochure to read after you expressedan interest in her product or service?How many times can you remember never hearing from thatperson again after she provided the information?Did you decide to move on to another product or serviceprovider and eventually buy from them because they made a point of following upwith you after your initial meeting?Many prospective clients have been lost because a businessdoesn’t take the critical last step to follow-up and answer questions, let theprospect know meeting his or her needs is a priority of the business, or tosimply just ask for their business.This applies to every type of business. Most people will not buy from you because they havequestions they are not asking or because they don’t understand how your productor service applies to them.It is during the follow-up process you can answer questionsthe prospect has (and don’t be surprised if they don’t know what to ask).Through experience you will learn the common concerns and this will allow youto provide the answers they need, but may not ask for.For example, your product may be priced 20 percent higherthan the industry average and although the prospect may not mention it, youknow it is in the back of his mind. During your follow-up conversation, addressthis matter.You might say, “You may wonder why our price is slightly higherthan everyone else’s and I’d like to explain why … Our product is handmade withtighter stitching, reinforced backing and lasts on average four years longerthan the others on the market. Because it is hand made and not mass produced,we can also tailor it to meet your specific needs.”This could be all that’s required for the prospect to chooseyour product over any other.Next, ask for the sale.Did you know that large portions of sales never materializebecause you simply didn’t ask for the business? Decision-making isn’t alwayseasy and sometimes we’ll just defer it until we have no choice.By simply asking your prospect if she would like sign-up, ortry your product for 30 days or join your direct marketing team, you willgreatly increase the potential of a yes.Some prospects will actually wait for you to prompt them fora decision and without that prompting will take no action and move on.Follow-up is especially important with the clients andcustomers you already have. It costs much more to acquire a new client than to keep anexisting one and the number one reason clients move on to another product orservice provider is because there is no sense of relationship with you.Customer loyalty boils down to relationships. When yourcustomers know you care about and appreciate them, they will be more inclinedto stay with you for the long haul. They will also be more prone to refer youto others.Maintaining strong relationships with your clients andcustomers can be achieved through the simple act of sending greeting cards --birthday cards, anniversary cards, notes of appreciation, or cards with coffeeor gift coupons expressing gratitude for a referral. Today, this practice can be carried out inexpensively andwith little time commitment using an automated online service calledSendOutCards. You can send one or one thousand real cards through regular mailin less than two minutes without having to lick a stamp or stuff an envelope.You can learn more about this follow-up tool at www.hbbsourcecards.comFollow-up with existing clients may also include quarterlyor yearly phone calls to check in and make sure everything is running smoothly.You’d be surprised how many times a customer might say, “I’m so glad youcalled. My “x” started making a thonking noise a few days ago and I don’t knowwhat it is.”You might easily solve the problem with a simple instructionto take off the back cover and oil a certain part or to let the customer knowit’s something your technical staff can correct in less than 15 minutes for nocharge.That simple act will endear customers to you.Using e-mail as a follow-up strategy will not pack the samepower as phone calls or real cards. It lacks sincerity, demonstratesindifference and more often than not doesn’t get delivered or doesn’t get readbecause it’s lost in the sea of messages that floods inboxes daily.If you incorporate the simple follow-up strategies of makingphone calls, asking for the sale and sending cards of appreciation, you willexperience a surge of new customers, longer, stronger relationships with theones you already have, and a healthier bottom line.2007© Laurie Hayes - The HBB Source