Follow-up is one of the most important ways to differentiate yourself from the competition,and move ahead. Here are some hints and tricks to keep your follow up fresh!
When I was an undergraduate at Northwestern University, one of my favorite places to go for breakfast was Sarkis Grill. Why? The proprietor was world famous for always remembering the faces,names, and preferences of every customer who visited his restaurant. Even if you hadn't been there for 20 years, he remembered how you wanted your eggs and whether or not you liked hash browns.
Most of us will not attain that level of memory, but we can still delight our customers in similar ways by making sure we make good use of the data we get from every interaction. There are several great software packages available that can simplify this - ACT, Goldmine, and Sale Force.com all allow you to record every interaction in detail. Keep good computerized notes, preferably immediately after the interaction has taken place. Did your customer tell you his wife's name, his daughter's name, or his birthday? Enter this data faithfully. You never know when it will come in handy.
Be sure that you give your customer any requested information either on or before the date you committed it to him. Send him an e-card for his birthday, if you have this date in your data base. If you know he has a daugher around the right age to graduate, send him a graduation e-card in June of her year. If you remember that he likes wine, let him know when a good deal comes available in your area.
Christmas cards are a wonderful way of keeping your name, and your company's name, in front of him.
If you have a newly released product, send all customers on your list a personalized note with the new brochure. If you don't have time to do this, hire an assistant and give him or her access to your customer database so the customer feels unique and special. This assistant can also perform periodic follow up in the form of emails or phone calls just to check in, and make sure the customer or prospect is well taken care of.
If a potential customer tells you that they are not interested now, but will have a need for your product in six months, set an alert in your ACT or Goldmine data base to check in with them after this time has passed.
Many companies neglect these fundamentals, and leave many dollars on the table because of it!
If you are fortunate enough to work for a large company, this function falls to your sales team. However, it still helps if you let key customers know that you remember them, and that their business is important to you. Just be sure to coordinate these activities with your sales team.
By establishing a solid reputation for follow-up, you will distinguish yourselves as a company that truly cares about its employees, you will distinguish yourself personally as a marketing manager who creates results.
