One of the most critical parts of the sales process is the follow up. This isn’t just about leaving a voicemail message and updating your call sheet, noting that you’ve “followed up” on such and such date. Following up means actually touching base and re-connecting with the client to find out the next course of action.
It’s truly amazing how many times this doesn’t happen or is handled poorly.
Assuming you have met the client’s need and solved a problem for them, you should always ask for the sale. At the very least, you should establish whether or not the prospect has further interest in your product or service. Many times, they are still uncertain and require further steps, time, or information before determining whether or not to move forward.
Follow up not only propels the sales process forward by keeping the lines of communication open, but it shows your ability (or a lack thereof) to do what you say you’re going to do. It shows you’re going to be around to help and that you’re reliable. This speaks to the area of trust and credibility. Without these two components paired with your ability of being present, the odds of continuing and deepening the relationship are low. In other words, your continued engagement via follow up greatly improves the likelihood of maintaining a relationship, which is really what it’s all about!