You have a hot prospect! He’s ready to order, and you want this order. You’ve worked hard to get this customer, and now he’s ready. You returned all his calls promptly, answered all of his questions, took him to lunch, and filled his desk with samples. You always acted courteous, staying in constant touch without being a nuisance. You missed your kid’s soccer game so you could bring him the additional information he needed—you earned this order! So he calls you and places the order—WOW! All your hard work paid off. You also know that he needs to reorder every three or four months. In three months, he reorders again, and again in another three months. You now have this customer for life!
But then four months go by, and there’s no reorder. You don’t really pay attention, assuming he’s not ready yet. Another month passes, and another—no reorder. You start to think that you should call and see whether there’s a problem, but you’re too busy now—you’ll wait a couple more weeks. But while you were waiting and doing other things because you knew you’d get the reorders, another sales rep was trying to get your customer. You didn’t call or follow up, so your competitor had your customer’s complete attention. You then find out that the last two orders went to this new sales rep. The divorce is final—sorry.
There’s always someone waiting to take your best customers. They’re just witing for you to slack off so that they can jump in. Isn’t there a customer you want to call back right now? Stay in touch, or your competitors will.