Why then, don’t all sales people follow up with clients? Why don’t they put it in their schedules and make sure it gets done regularly?

Real estate agents who have good training always keep their past client’s contact information and follow-up with them in order to get referrals and future business.

Why don’t all sales people do the same?

In the past ten years I think I’ve heard of only one. My neighbor gets a birthday card each year from a car salesman from whom he purchased a truck a few years ago.

I’ll give that car salesman points for doing that much, but the more I think about it, the more I wonder why they don’t all do it. I also wonder why the dealerships themselves don’t sponsor some kind of event for past clients each year when the new models come in.

Every person on earth likes to feel special, and automatically has a friendly feeling toward anyone who gives them that feeling. Thus, inviting a past client to an exclusive event would be a way to strengthen any relationship that was built while purchasing the last vehicle. Of course it would also be a way to entice that past buyer into becoming a present buyer. Most people do buy several vehicles over a lifetime.

But real estate and car sales people aren’t the only ones who could benefit from follow up.

Think of furniture sales – don’t most people buy more than one couch, or chair, or coffee table during their lives? And don’t they buy additional pieces? The store might put a past client on a list to receive flyers in the mail, but so far I’ve never heard of a sales person writing a note that says “Dear Mrs. Jones, We’ve just gotten in some beautiful end tables in a pattern that would compliment the coffee table you bought last year. If you’re interested, I’ve been given permission to offer you 20% on your choice.”

And what if, instead of a sales pitch, customers who bought significant items were sent a newsletter every couple of months? It could show the new styles, the new colors for the coming season, and maybe include some decorating tips.

Even a person who sells party-plan merchandise could probably add revenue by sending a personal note now and then – along with a flyer showing the newest products.

Right now I can’t think of any sales person that wouldn’t increase his or her business by staying in touch with past customers.

Can you?

The reason this came to mind today was because I was vacuuming. I remembered the vacuum cleaner salesman who came to the house last year and left angry because I didn’t purchase. I had told him ahead of time that I was not in the market for a new vacuum cleaner right then, but he pleaded with me to allow him to show it – saying that he’d be paid for coming out.

While he was slamming the parts back into the box before he left I asked him about his marketing and whether he had a system for following up with people who didn’t buy on the first visit.

He told me no. He said that it was a waste of time.

I guess it was, for him. His attitude was such that I would never buy from him – even now, when I’m seriously thinking about a new vacuum cleaner.

It is absolutely true that your marketing materials have to send the right message – they have to touch some emotion in the reader (or viewer) to cause them to stop, think about your message, and take action.

But for many businesses it doesn’t end there. You aren’t asking your customers to just “click here to order.” You’re trying to draw them in to use your services, you need to explain your product in person, or you want to sell them products on an ongoing basis. After all,if you’re selling your real estate services, want them to patronize your health spa, or are merchandising steel buildings, your marketing materials are designed only to bring you leads.

And if you get a dozen great leads in a day and then let them go cold because you didn’t respond to their inquiries – they’ll be gone by tomorrow.

Then, if you get a customer but fail to give the service they expect, they won’t ever come back.

So, while your website, your ads, your letters, and the rest will bring customers to you if they’re written correctly, what happens later accounts for at least 50% of your success.

I’m constantly amazed at the companies who don’t bother to answer customer inquiries. And of course, when I’m the customer I’m not only amazed, but annoyed!

Why do people do that? It costs money to get a lead, so ignoring them is a lot like taking handfuls of bills out on a windy day and letting them fly.

Speaking of bills, I ran across a really strange situation lately. Someone sent me a very persuasive direct marketing piece. I think I already told you about it. It was so persuasive that I decided to Google it, and found out that it was a scam. But… in the envelope with the marketing letter was a “Million Dollar Bill.”

That caught my imagination – I thought of all kinds of ways to use that for advertising, and even to enclose with a “Thanks a million” note to people who have done me a good turn. It’s just a fun thing to have. On the bill was the web address of the person who supplied the bills, so I went there.

Hmmm… no prices. No way to order. But there was an email address, so I wrote, asking for pricing and ordering instructions. That was at least 2 weeks ago and I’ve not had a reply. Now how goofy is it to go to the trouble to set up a website for your business and then ignore someone who writes wanting to know the price and how to order?

Since then I’ve found several other websites that sell the million dollar bills, and I’ll order from one of them. But again – goofy. This person made me aware of the product, but someone else will get the sale.

I’ll bet if you keep your eyes open you’ll find more examples like this. So… write and tell us about them!