One of the biggest mistakes network marketers make is
failing to follow up – with leads, with new customers, with past customers, and
with inactive customers. Treating transactions as isolated events rather than a
chain of interactions means you see your customers as commodities, and they
will view you the same way. In this post, I’m going to address why you need
to follow up with each of these categories:
- Following up
with leads. You’ve got an inbox full of contact information from a
promotion you posted on your website. You send out a generic informational email and ask them to contact you if interested. Now what? Well, if you’re like most network marketers, you’ll do nothing. That’s right – nothing! Most people seem
to think their job is done when they have collected the names and sent out an email, but that one contact by itself may mean nothing. You need to actually continue to contact the names collected to try to convert them from a
lead to a customer or business partner. Studies show it takes an average of 7 contacts before a person makes up their mind. Don't be too aggressive. But do stay in touch and continue to share the benefits of your business and your products.
- Following up
with new customers. The time when a little extra effort can make the
biggest impact is right after a new customer has purchased with you. They
may be feeling a little unsure of their purchase and hearing from you at
this vulnerable time will definitely reassure them that they made the
right decision. It’s also a perfect time to head off any problems or
answer questions – and to see if they regret NOT purchasing something they
were thinking about!
- Following up
with past customers. Don’t assume that your customer will contact you
directly when they run out of something or want to make another purchase.
Most people are lazy and will just as easily buy from a competitor or from
the mall or other retail shop if you don’t make the effort to contact
them. More than one direct sales rep has lost a customer to the mall
because they weren’t in front of the customer when a re-order or
replacement was needed!
- Following up
with inactive customers. If you haven’t heard from a previous customer
for a while, don’t assume everything is okay, or that they would contact
you if they needed something. Make the effort to phone them to see where
they are. Do they need a new item? Are they unhappy with a previous
purchase? Did they lose your number? Whatever the situation, you’re better
off hearing from them directly than letting them die a slow death because
you couldn’t be bothered to get back in touch.
Following
up – and following up when you say you will – is a critical part of good direct
sales. Many experts recommend the three days – three weeks – three months
approach, following up at each of those intervals after the initial contact.
While that’s a good rule of thumb, even better is working with your customers
and your unique business to do what’s right for them and for you.
One of the benefits that small businesses – including direct
salespeople – have over large, big-box retailers, is the ability to get to know
your customers on a more intimate level. But to really use that relationship to
maximize your profits, you need to go beyond first-name basis. You need to know
them as a friend, and that takes work. Here’s how you can establish a
relationship that pays big dividends:
- Make it
authentic. It’s obvious when someone is being nice to you or
expressing interest only to make a sale. That’s the last thing you want
your customers to think, so your interest in them has to come from a place
of true service. Yes, you’re hoping you’ll make money, but your real
motivation needs to be one of service. Keep your eyes on their hearts, not
on their wallets.
- Start a
customer information file. Whether it’s a box of index cards you jot
notes on, a computer program, or a binder, have a way to track your
customers, what they order, and other pertinent information. At a minimum
you should know their family members’ names, their birthday, and their
contact information, as well as their preferred means of contact (mail,
email, phone, etc.).
- Contact them
regularly. Your customers should hear from you at a minimum of once a
month. Any less, and they will forget about you. Depending on your
business, you may find that a once-a-week schedule is preferable. That
doesn’t mean you need to call all your customers every week! Your schedule
might look like this:
Week One – Phone call
Week Two – Emailed newsletter with tips
Week Three – Postcard reminder
Week Four – Email announcement of special sale or product
Many of these can be done in bulk, making it just as easy to send 100 as one. To make sure the information you send is welcome,
make it useful. Tips, resources, savings, ways to use the products they
already have… these are all wonderful options.
- Use product
delivery to increase connection. If your business is one where you actually deliver product to your customer, you have one more opportunity to further your relationship. When your customer comes to pick up
his or her order, or you swing by to drop it off, this is a great
unstructured chance to get to know them better. There’s no stress
because you’re not in the middle of a sales presentation, and you already
know your customer likes you because they purchased from you! Use this
opportunity to find out how the customer plans on using their purchases,
what additional questions they have, and how your business fits into their
overall life. If you visit their home, you may have the opportunity to
meet their family and get a glimpse of their life. Take advantage of it!
Your
customers are better than gold. Treat them that way, and you’ll enjoy the
benefits of a positive relationship, both personally and professionally.
