The Importance Of Follow-Up

Furniture World News Desk on 8/26/2015

A couple of days ago, I got a follow-up phone call from GoDaddy, the host of my web-site. They don’t follow up very often, which in this case, is fine with me. The fellow on the other end of the phone line, apparently in a chatty mood, began to enquire about my web-site and my book, How to Win the Battle for Mattress Sales, the Bed Seller’s Manual.

His queries may just have been an attempt at polite conversation, or maybe he was genuinely interested. I answered all of his questions, explaining that my book is a training course and instruction manual for mattress and furniture retail sales associates (RSAs). He noted that a lot of retail sales people he had encountered didn’t, as a rule, do a very good job, but then said that he did have one outstanding experience last year when he and his wife bought a La-Z-Boy motion sofa. He was really impressed with the salesman’s knowledge and enthusiasm. They’ve had the sofa for about a year and are really happy with it.

I commented, “I would like to meet that salesperson. That kind of competence is not all that common in our business. What was his name?”

He thought for a minute and said, “Uh,… I can’t remember his name.”

I responded, “Have you heard from him since you bought the sofa?”

He paused and said, “Mmmm..No, I haven’t.”

I said, “He was this great salesperson, but he has not followed up with you, and now you do not remember his name. (He was even a little vague about the town where the store was located.) How many sales do you think he has lost because he did not follow up with a happy customer?”

The GoDaddy rep agreed, “Yeah, he could have gotten a lot of referrals from me.”

“And,” I replied, “You are still a good prospect to buy more furniture in the future.” “So, now do you see why I wrote the book? I have a whole chapter on ‘follow up’ in there. How to follow up; why you should follow up; and so on. So, your man made one sale, but how many more did he miss because he did not follow up with you? And, if he didn’t follow up with you, what does he do with his other customers? I wonder if any of them remember his name.”

This little story is true, and unfortunately, is repeated thousands of times every day all across this great country.

HOW TO FOLLOW UP

A lot of sales training books I’ve read insist that post cards should be sent to all buying customers, thanking them for the purchase and asking for repeat business and customers. It may be a good idea, but the problem is, very few RSAs actually do this. Why? It is expensive and a lot of trouble to address, stamp and mail a bunch of post cards, especially if you mail them out every few weeks, as you should with proper follow up. Let me make one point very clear. Follow up is NOT just sending out one post card and thinking you are finished. Follow up means staying in touch with your customer for the rest of your sales career. This means a LOT of post cards and stamps. Let’s discuss another idea.

Who does not have internet service these days? When an RSA makes a sale, he/she should ask for the customer’s e-mail address EVERY TIME. If he likes you, and is happy with his experience in the store, he should not mind giving you his e-mail. Log the e-mail on your smart phone, I-Pad, personal computer, etc. It is much easier, and cheaper, to develop a distribution list than it is to address hundreds of post cards. Alert them that you will be sending out periodic e-mails newsletters and specials (with their permission) and to make sure you do not get SPAMMED. With this device, it is much easier to follow up. Special events, special deals can be broadcast to all your previous buying customers, frequently. Make occasional phone calls, as well, to bigger purchasers.

Ask every buying customer when they plan to make another furniture purchase. Keep this on file in your mobile device. Knowing their future plans gives you, the RSA, the justification to stay in touch, and follow up. If the customer thinks you are looking out for his best interest, he will be happy and excited to get your e-mail.

When you develop a serious follow-up program and execute it to perfection, your customer WILL NOT forget your name. You will become a friend of the family.