Page 180 - 101 Ways to Market Your Business

GO OUT AND CHASE BUSINESS

81 Always make a follow-up call after the sale

Another common mistake is forgetting the customer once
they walk out the door. All it takes is a simple telephone
call. Are you happy with the product, was our service good,
is there anything else that we can do to help, do you mind
if we drop you a line from time to time to let you know
what new products we have available?

How many companies ring you to see if you are happy
with your purchase? I have spent over $20 000 on computer
equipment from the one store in the past three years and
I have never once received a follow-up call to see how it
is all going. Admittedly they are a very busy store but I
can’t help but wonder how many more software packages
and optional pieces of equipment they would sell if they
rang me two to three weeks after selling me a computer.
By this time I have it installed, have most glitches worked
out and now I am ready for work. If someone rang and
said that you could easily attach a ‘bingpop’ to that system
and you would be able to email everyone in the world for
only $500, I would probably buy it.

But they never ring. In fact, only two companies have
ever rung. One was a caryard ringing to ask how the
new car was going and reminding me that the first 1000
kilometres service was critical (and free). The second com-
pany that regularly does after-sales calls is, once again, our
laser printer cartridge supplier. Did you get the last
cartridge, is it OK, did it take long to arrive, would
you like us to call in a few weeks for your next order and
so on?

Both of these companies are very smart. From a cus-
tomer’s point of view, how could you not be impressed?
The other nice thing is that their phone call is not trying
to sell me something—it is a genuine check to see how
things are going, but I nearly always buy something anyway.

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