November 2007
Print Article  |  Back By Randall Taussig - Taumark Systems

 

It was Friday afternoon and Jim, an ambitious entrepreneur, decided to organize the hundreds of business cards he had collected since he began his consulting practice two years ago. He thumbed through each card, reminiscing upon where he met each person and what had become of the relationship.

After a few moments it occurred to Jim that many of these cards were folks with whom he had already had a face-to-face meeting. He thought back to these appointments - the energy had been high and both parties seemed eager to work together. Yet for some unexplained reason the once vibrant energy had dwindled until the only evidence of these meetings were the business cards tucked away in Jim's desk.

Does this scene sound familiar?

While preventing diminishing relationships may be a common challenge to all salespeople – it’s staggering to think of the opportunity cost. Think of all the time, energy and resources it takes to uncover a qualified prospect or referral partner and schedule a meeting. Not following up costs you not only the potential revenue of their sale (and any potential referrals they may have given you), it now means you must invest more time, energy and resources into uncovering and setting up more meetings with even more people. In short, this lack of follow-up is an extremely costly business decision.

How do you continue to stoke the fire of each existing relationship? Here are some practical pointers:

Take the Lead
In ballroom dancing, the man leads and the woman follows. This unspoken relationship establishes structure and enables the couple to easily move around the floor. Similarly, the nature of a sales relationship is that the prospect will follow the salesperson’s lead. If you’re not leading, you’re going nowhere.

Plan Ahead
One way to prevent relationships from fading is to implement a planned process to follow each meeting. Schedule follow-up activities directly in your planner to ensure they are completed.

Anticipate Objections
While it would be nice if every prospect purchased without hesitation, the fact remains that objections are bound to arise. By anticipating these obstacles in advance and having a thought-out plan to overcome them, you will increase the likelihood of moving forward to close the deal.

Exceed Expectations
Show your prospect that you want their business by going above and beyond. For example, if you promise a document in a week, deliver it in three days.

Mix It Up
A follow-up activity doesn’t need to be only a sales call or an e-mail. Search the Internet for an article that applies to their industry, send a hand written card, or create a clever direct mail campaign. Although these activities may take a bit more time, they can be worth it in the long run because they ensure your message stands out.

Getting a meeting is a good first step, but it is by no means the last step. By implementing a follow-up campaign that mirrors your sales process you’ll be well on your way to ensuring no opportunity is left behind

Need help? Taumark’s team of expert sales strategists and writers can help you craft a follow-up campaign that gets results. Call us today for a free 15-minute phone consultation.

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Randall Taussig is the founder and President of Taumark Systems, a consulting firm that helps organizations communicates their unique value to their customers. Mr. Taussig has translated his 25-years of experience in sales, marketing, and business development in both his own business and in private industry into helping clients improve their businesses and grow their revenues. For more information, please contact Mr. Taussig at (703)476-0096 or rtaussig@taumark.com or visit our website at www.taumark.com.

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