Mastering the Art of the Follow-Up

Each week, I bring you battle tests, sales plays, and learning lessons from my experience as a Founder, VP of Sales, and my current role as the Managing Partner at Leadium , where we help world-class B2B sales teams drive revenue through our done-for-your top-of-funnel services.

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Mastering the Art of the Follow-Up

Did you know that following up with customers shows how much you care about them? You can find out if they enjoy your product and continue to build on your relationship. That can result in repeat sales and good word of mouth.

However, the follow-up is an art rather than just a formality. It requires a special kind of skill that most sales reps still need to gain. Here's how to be more successful when checking in with customers.

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Show Gratitude

You'd say "thank you" if a friend bought you an expensive gift, right? Why not show some appreciation when a customer purchases one of your products or services? Expressing gratitude in follow-up calls and emails will show customers how important they are to your brand.

For your most valuable customers — the ones who make an expensive purchase that boosts your bottom line — you could send a digital "thank you" card by email. I'd go one step further and include an Amazon voucher code or eGift card to show them some love!

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Provide Solutions to Challenges

One of the benefits of follow-ups is finding out about any challenges your customers encounter after purchasing a product. For example, someone might not be able to use a particular feature and needs your support . Helping customers overcome these obstacles will:

•   Put you in their good books

•   Increase the likelihood of them doing business with you in the future

•   Boost repeat sales

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Find Out What You Can Do Better

Follow-ups just don't benefit customers but your brand. It's your chance to ask them for feedback about your products and services so you can be even more successful in the future.

You will want to avoid bombarding customers with questions during follow-ups. However, you can ask for suggestions about your business and use this information to make improvements.

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Ask for a Recommendation

A follow-up call or email is a great opportunity to ask customers to leave positive feedback on social media or a review website. That can increase awareness about your product or service and encourage more people to discover your brand.

A word of caution, though. If customers reveal they had a bad experience

when you re-engage with them, I wouldn't ask for feedback. Research reveals that 94% of consumers would avoid a business based on a poor review, while 57% will only use a company if it has four or more star ratings.

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Don't Leave It Too Late

The most effective follow-ups are ones conducted within a relatively short time after a transaction. That means reaching out to consumers no later than a month from the date they purchased your product. Leave it any later, and customers might wonder why it took you so long to contact them. Of course, if someone reaches out to you directly, try to respond within 24 hours .

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Takeaway

I believe there's an art to the follow-up that every business must master. Saying "thank you" for a purchase, finding out what you can do better, asking for a recommendation, and reaching out to customers within a reasonable timeframe can benefit both you and your customers.

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Peace Out

See you again next week!

-Collin Mitchell

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