Many companies, especially in the business-to-business market, neglect important follow-up. Someone requests information, brochures, or samples, you send them out, and you never hear from them again. Why? Because you didn’t call the prospect back and complete the sale. How do you even know if they received what you sent? It may have been intercepted by someone else in the company—or worse, it might’ve gotten tossed out as unsolicited advertising. You spent money putting this package together, plus your time and your postage, so why not find out whether it’s doing its intended job?
Your potential customer requested the information for a reason. It may have been for an immediate purchase, and if your competitors are doing their jobs and following up on requests for information, you may have lost the sale to them. It’s a foolish business owner who doesn’t follow up on all requested literature that’s sent out.
Set up a regular procedure where one of your employees makes follow-up calls weekly. The best time is midweek, rather than Monday or Friday—most people are in the office midweek. If you get the prospect’s voicemail, leave a brief message with your tollfree phone number. Make at least three attempts to reach the prospect. Often he or she has questions and just hasn’t gotten around to calling you back for the answers. You’ve just saved the prospect the trouble and expedited the order process.
Don’t underestimate the value of good follow-up; it generates sales and goodwill.