Followers Australia Advertising is about maximizing the return on
investment for your advertising dollars. You carefully target your clients,
create professional ads, maximize your media presence, and get a great
response. Now what happens?
Follow-Up:
The Typical Response
When a
potential prospect requests information, most businesses send it out promptly.
They send a card, a brochure, or an e-mail, maybe make a phone call, or send a
fax. Then they do nothing at all. The typical business does not follow-up.
Think about it, when were the last few purchases you made? Did any company
follow-up with you?
They just
sit back and wait. And wait. And wait...
If a
customer actually makes a purchase, most businesses will sincerely say
"Thank You." Then they do nothing at all. Imagine if they did, would
that make a difference?
They just
sit back and wait. And wait. And wait...
Follow-Up
With Prospects
People have
many reasons for not immediately making a desired purchase, or giving you the
response you want. They may be shopping around, or procrastinating. They may be
very busy, or distracted, or broke, or tired. They may have just forgotten, or
misplaced your information. They may not be ready, or maybe they're just not
comfortable trusting you yet.
Lot's of
things can go wrong in the purchase process.
It's your
job to follow-up with these customers. If your company gives the typical
response, and will just follow-up a single time with prospective clients, then
your advertising return on investment is not even close to being maximized.
And how do
prospects respond when you again? This is about human nature. People respect a
company that is organized enough to follow-up in a planned fashion. It shows
that you are interested in customer service and customer satisfaction. Because
so many companies don't follow-up, you stand out from the crowd. You follow-up,
and you win customers.
You never
know where a prospect is in the sales process unless you stay in contact long
enough to find out. And with each contact follow-up you make, you increase the
odds that a client will act on your offer.
Follow-Up
With Existing Customers
Surprisingly,
few businesses actively follow-up with their existing clients. This is a
mistake. Your existing customers produce more sales at a lower cost to you.
They already know and trust you.
If you
follow-up, it will help you to identify problems that customers had but didn't
complain about. This will allow you to resolve those problems and keep those
customers. You are providing excellent customer service, and you will generate
positive and ongoing word of mouth advertising about your company. A little
follow-up goes a long way.
Happy customers spread the word, and soon you
can have an avalanche on your hands. Follow-up is the key.
Follow-up
works to build customer loyalty. It's how you tell your customers that they are
important. Research shows that 68% of customers that don't return to a company
say that the company never contacted them, was indifferent, or had a poor
attitude. Sending your customers follow-up cards is the solution.
And of
course your competition is trying to win your customers. But you can beat them.
A follow-up personal card is more powerful that a full page ad in the New York
Times. If you invest in your customers, they will keep bringing - and sending -
you business for life. No competitor will be able to win them away if you stay
in contact and follow-up with your customers.
Creating a
Follow-Up Program
The first
thing to do is to decide how many times you want follow-up.The more difficult
your products are to understand, and the more expensive they are, the greater
number of times you will want to follow-up.
Your followersaustralia cards or conversations should be crafted as carefully as your
initial offer. Tell your prospects that you are making sure they are well
informed. Remind them that they had previously requested information. Give
additional information if possible, and offer to answer questions.
Consider
adding extra benefits in your follow-up cards. Maybe a gift card or a box of
brownies! will save a little money,
Your
advertising brought them in. Now it's your job to close the sale. Follow-Up is
the absolute most powerful way to win on-going new and repeat business.
